After a four month pitch involving three rounds and a series of chemistry meetings, the Omnicom agency has won arguably the most prestigious advertising account in Asia.
TBWA already handles SIA’s loyalty business Krisflyer, but the two accounts are expected to be kept separate.
TBWA already handles SIA’s loyalty business Krisflyer, but the two accounts are expected to be kept separate.
"Our evaluation process took the time we needed to satisfy ourselves that TBWA's creative concepts suited where we think the brand should be positioned in the future," said Huang Cheng End, Singapore Airlines, EVP
marketing, in a statement.
He added that the Singapore Girl would remain an "iconic personification" of the brand.
The appointment does not affect the company's media agency arrangements, although the airline hinted a media review would happen in the future as part of a periodical review of its suppliers.
The pitch began in January, involving eight agencies. Publicis, TBWA, Bates/Ogilvy combine Gold, Saatchi & Saatchi, Leo Burnett, DDB and Y&R were invited to pitch, as well as long-time incumbent Batey, which relinquishes the business after 34 years of service.
