The eight competing shops have also been tasked to push key SIA brand strengths such as product innovation and in-flight service excellence under the existing banner ‘A great way to fly’, according to the briefing document obtained by Media.
A solid grounding in digital-based advertising will be important, as the airline is keen to grow revenues from online sales – by 20 per cent over the next few years, reads the brief. 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 short-list for the S$100 million (US$60 million) account announced on Monday (February 12th), and have under three weeks to prepare for a face to face presentation with a senior SIA panel.
