SINGAPORE Singapore Airlines (SIA) has called a review of its S$100 million (US$65 million) global creative agency relationship, casting a cloud over the future of long-time incumbent Batey Ads.
A review of the airline's media arrangements, currently with MEC, is also expected "at some future point".
Batey will repitch along with most major networks without a conflicting airline account. As Media went to press, contenders included Publicis, Y&R, Leo Burnett, DDB, Grey Global Group, Euro RSCG and TBWA, which handles SIA's Krisflyer loyalty business.
The review, to be managed by R3, is open to all agencies via a request for information (RFI) form available at www.singaporeair.com/companyinformation/procurement.
According to the airline, a winning agency will need: integrated marketing communication capabilities, the ability to build a network and to match SIA's global reach, a solid track record in managing online and digital media and expertise in building iconic brands.
The deadline for proposals is 23 January.
Batey has handled the Singapore Airlines account since 1972, when the airline first launched. However, a string of major account losses following the departure of founder Ian Batey ?including Singapore Tourism Board, OCBC Bank and StarHub - have left SIA as the agency's only account of note.
Batey CEO Alan Fairnington told Media: "We knew that a review would be called this year, so it's not a shock. The past six months have been about getting Batey into a position to retain the business. I'm proud of the work we're done for Singapore Airlines, and I'm confident we're in good shape to defend it."
