SINGAPORE: DraftWorldwide has beaten incumbent OgilvyOne and four
other agencies to win the Singapore Airlines frequent flyer programmes
account.
Estimated to be worth at least S$10 million (US$5.5
million), the brief is Draft's biggest win in Asia-Pacific since kicking
off its regional expansion drive last year. Bates, DDB, DY&R and Carlson
Marketing Group also took part in the pitch. CIA remains its media
agency.
The pitch process lasted for four months, with the client examining
every aspect of the agencies' above and below-the-line capabilities as
well as strategic and creative recommendations.The three-year assignment
covers brand consulting, advertising, direct marketing, interactive
marketing and promotions.
Garth Shipperlee has been appointed to lead work on the account.
Shipperlee, who will take up his post at the end of August, was
marketing director of ICLP, a direct and database marketing agency which
works with McCann-Erickson on Cathay Pacific's loyalty programmes.
