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Changi Airport hands Ogilvy creative duties, retains Goodstuph for social

Changi Airport Group has appointed Ogilvy & Mather Singapore as the creative and digital agency of record for Changi Airport Group (CAG), but retained its social account with incumbent Goodstuph for another two years, with an option to extend for two. Goodstuph will continue to offer strategic counsel regarding social media marketing covering Facebook, Twitter and Instagram.

Meanwhile the new appointment of Ogilvy will see the agency handle strategic planning and creative services for CAG, which includes the implementation of brand and digital marketing campaigns, innovative promotional platforms and re-design of airport websites and digital assets.

Kelvin Ng, director of corporate and marketing communications, Changi Airport Group, said Ogilvy’s strong expertise and integration in the areas of creative, digital, customer experience and technology, coupled with its strategic approach was very compelling.

He added that the aim was to build on our track record of delivering “personalised, delightful, efficient and innovative experiences to travelers”.  Moving forward, Ogilvy will also be tasked to conceptualise and execute integrated marketing and communications campaigns to launch Jewel Changi Airport, the highly-anticipated lifestyle destination situated in the heart of Singapore’s much celebrated Changi Airport which has been named Best Airport in the World by Skytrax for five consecutive years.

Meanwhile, Ivan Tan group senior VP, corporate and marketing communications, CAG, said in a statement to Marketing said, “Working alongside Goodstuph for the past two years has been a great experience for us. Client and agency have challenged each other and in the process, we have developed great work. I look forward to the partnership creating more ‘wow’ moments on Changi’s social accounts.”

Chris Riley, group chairman, Ogilvy & Mather Singapore said, “We are honored to embark on this innovation journey with Changi Airport Group. Our team of proud Singaporeans and residents are committed to bringing to life CAG’s bold and innovative vision as the world’s premier air hub.”

He added that the win affirms its steadfast belief in the value of a strategic brand leadership position and the importance of continuous innovation to make brands matter with audiences. The agency will also aim to help Changi enhance all aspects of the customer experience through a series of activations that will offer first-class experiences that delight and inspire travelers at the world’s best airport.”

Goodstuph founder Pat Law, said, “Once in a lifetime, if an agency is lucky enough, a unicorn of a client comes along and together magic awaits. Changi Airport remains one of our most precious accounts and we are most privileged to have the opportunity of working with the world’s best airport once more. We look forward in creating thoughtful creativity together with the brand in the near future.”

Meanwhile, CAG and J. Walter Thompson (JWT) Singapore previously worked with JWT for a period of five year. The highly sought after account saw JWT go against Ogilvy and BBDO in the final round. The pitch initially called in August last year, saw six agencies vying for the account. These agencies were JWT, BLK J, BBDO, Ogilvy & Mather, TBWA and TSLA. It was managed by consultants R3.

 

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