SIA retains PHD as media agency of record

Singapore Airlines has retained PHD as its media agency of record, Campaign can reveal.

The Singapore flag carrier appointed PHD in 2019, and the account's total billings over five years were between $50 million and $100 million. The appointment in 2019 was a dual one, with another Omnicom agency, TBWA, clinching the creative duties for the airline.

SIA tasked TBWA and PHD to adopt a new integrated agency approach to jointly deliver overall strategy, creative services, media planning, and content narrative solutions. The team was called SQ1.

Campaign understands SIA launched a media review in the first quarter of 2024. While it is unclear how many media agencies took part in the pitch, the airline ultimately decided to stick with PHD. It is unclear how many years the airline has retained PHD for.

Both PHD and SIA declined to comment when reached by Campaign.

In the recent Campaign's Top 50 brands study, SIA emerged in the pole position as the most loved brand in Singapore. SIA was also the only airline in Southeast Asia ranked high enough in at least three markets to be featured in the overall regional rankings, coming in at 16th.