Agencies have also been asked to push key brand strengths like in-flight service excellence, under the existing slogan ‘A great way to fly’ An understanding of digital will be important, as SIA is keen to grow revenue from online sales by 20 per cent over the next few years. The winning agency will be remunerated on a performance basis.
Incumbent Batey, Publicis, TBWA, BatesAsia, Saatchi & Saatchi, Leo Burnett, DDB and Y&R made the shortlist for the S$100 million (US$60 million). Bates has teamed up with Ogilvy to create Gold, a team with SIA experience chaired by Tham Khai Meng, co-chairman of Ogilvy Asia- Pacific, and Digby Richards, COO of BatesAsia, as CEO.
Also answering SIA’s request for information was media agency Carat, which suggested that the airline should tackle communications planning before looking at its creative arrangements.
