Ng, will shift to TBWA on 1 October to work on the agency’s first advertising for SIA since winning the business from Batey in July.
The former Saatchis regional senior creative group head moves shortly before the debut flight of SIA’s new Airbus A380 double-decker jumbo jet from Singapore to Sydney, set for mid-October. SIA is the world’s first airline to acquire a fleet of the A380s, a boast that is tipped to feature in TBWA’s first campaigns.
Ng is expected to join an integrated team of creatives at TBWA\Tequila that will work together on Singapore Airlines and Krisflyer, the airline’s loyalty business.
Since his arrival in January, agency ECD Graham Kelly has been reorganising the creative department so that creatives from all disciplines work on one floor. “We are making positive steps towards integration,” said Kelly, who is also creative integrator, Asia. “We don’t want creatives doing just one part of the campaign — we want them talking and sharing ideas.
“What is key for the SIA account is great craft and art direction, and Pei Pei has proved herself with a heritage of great work across a number of disciplines.”