OgilvyOne loses SIA frequent flyer account to Draft

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