“As a publicly-listed company, we need to have a tender and agency review every two years,” said AirAsia regional head of commercial Kathleen Tan. “It’s time we try to see a fresh partner to take the business to the next level.
“We are looking for an agency that can offer us innovative and value-added creative and media solutions, have passion and sound understanding of the low-cost airline business, and can tell us what we don’t know already.”
The airline currently handles its own creative in-house, but has also tasked new London creative agency Adam & Eve, which previously worked on Virgin Atlantic, on branding.
Tan added that Air Asia’s expansion into China, along with the launch of long-haul player Air Asia X, meant that the airline was looking for more than just “standard media marketing delivery”.