MEC has confirmed it will defend its hold on the business. “This is part of a statutory review. By April, we will have successfully partnered with SIA for nine years and they are constitutionally bound to review their long-term relationship,” said MEC Singapore MD Connie Chan. “We welcome the opportunity to explore new approaches and ideas.”
The airline will conduct the tender in two phases, with the first phase asking agencies to respond to an RFI, before shortlisting agencies to contest an RFP exercise. The RFI asks agencies to provide information on a range of criteria, including agency leadership, media planning, budget management, strategic experience and international network. Agencies are also asked to provide one case study.
According to the tender document, “interested agencies should have integrated marketing communication capabilities, the ability to build a network to match SIA’s global reach, a good track record in managing online and digital media and experience in working with global brands.”
The deadline for responding to the RFI is noon, on the 22 September.
Shortlisted agencies will be notified by 7 October, before the RFP release and briefing on 13 October. Presentations are expected to take place the week commencing 3 November.
