XM Asia bags Tiger, SAP integrated accounts

Tiger Airways appointed XM Asia to handle digital communications, above- and below-the-line, following a pitch against incumbent Euro RSCG, BBDO, Grey and Leo Burnett. “We held the pitch because we wanted to look beyond Euro for ways that suited our business goals,” said Rosalynn Tay, marketing officer of Tiger and former GM of Leo Burnett Singapore. “As an online retail business, it is not sustainable to work in a traditional way.”

XM managing director Paul Soon said that the collaboration will allow Tiger to synergise on- and offline communications seamlessly. XM will devise new online work for Tiger, but adapt its existing brand identity and creative for offline executions.

Meanwhile, SAP awarded XM two regional integrated BTL briefs without a pitch. The projects, according to Soon, encompass digital and offline components. XM’s first campaign launches this month, with the second set for July. News of the win comes after SAP global chief marketing officer Marty Homlish told Media that the software company plans to double its online spend.

It is understood that XM has also picked up a Southeast Asia brief for Nike, following a multi-way pitch (Media, 18 June). The project will see XM developing a website for Nike’s Heritage range.