Shawn Lim
Jun 21, 2024

SIA retains PHD as media agency of record

EXCLUSIVE: After five years of working with PHD, Singapore's flag-carrier Singapore Airlines has retained the agency for media duties.

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.

Source:
Campaign Asia

Related Articles

Just Published

3 hours ago

Asia-Pacific Power List 2024: Gaurav Gupta, ...

Gupta takes an “outside-in” approach to well-entrenched local brands, leveraging purpose-driven marketing to change social norms while capturing market share.

4 hours ago

Ready-to-deploy tools: The secret to engaging Gen Z

Executives at CONTEN.T suggest how brands can leverage creative tech, data unification, and first-party insights to engage Gen Z consumers.

4 hours ago

Can Netflix scale its advertising business?

In the coming year, when Netflix's user growth slows down as most predict, increasing ad revenue will become even more crucial. Campaign explores how the streaming giant plans to scale its advertising business.

5 hours ago

What the Microsoft-CrowdStrike outage means for ...

Friday's global outage disrupted critical infrastructure such as airports and healthcare systems, bringing entire industries to a standstill. So, how will this crisis impact the reputation of the brands involved?