Bates Asia, Publicis, TBWA, Saatchi & Saatchi, Leo Burnett, DDB, Y&R and incumbent Batey have made the coveted list, and have three weeks to prepare for a second round presentation.
In the second round, according to a source, the agencies will be required to "give tangible evidence that they can handle the Singapore Airlines account on a global basis." The pitch is being conducted by R3 in tandem with SIA's executive vice-president of marketing, Huang Cheng Eng.
“Agencies have three weeks to prepare for face to face presentation to senior SIA panel,” said R3 principal Go Shu Fen.
“Short-listing criteria was fact based and focused on objective indicators like financials and agencies’ experience building long term relationships on a global basis.”
