RSAF and RSN accounts up for pitch

Singapore - The Republic of Singapore Air Force (RSAF) and the Republic of Singapore Navy (RSN) have put their advertising accounts up for public tender and interested agencies are expected to submit their proposals by 3^rd March. The accounts are required by the government to reopen for pitch every three years, as a means to solicit fresh ideas and reassess agency effectiveness in terms of creativity and costing, according to the RSAF.

"Our main objectives in appointing an ad agency are enhancing our corporate brand and for aiding recruitment," said Major Ivan Ho, Head, Air Force Recruitment Centre, adding that the pitch will only be for the Singapore market and agencies are expected to propose media strategy together with advertising creatives.

Ho also said that the successful agency would need to have an in-depth understanding and knowledge of the RSAF and their requirements, be proactive and responsive, creative and able to execute cost-effective campaigns.

When interviewed by Marketing Weekly, David Tang, President and CEO at RSAF account incumbent DDB said, "The proof is in the winning.  No comment for now". Before DDB won the business three years ago, Leo Burnett handled the account.

On the RSN account, Saatchi & Saatchi has held the business for 21 years and will "absolutely" be re-tendering for it, "We have held this account for many years now -- it is our agency pride," said Simone Bartley, CEO, Saatchi & Saatchi.

"The Navy brief is one of the most open I've seen in a while so our chances could swing either way," said Kelvin Ee, General Manager, Foote Cone & Belding Singapore, who has also tendered for the account. "I think it's up to how the winning agency conceptualises and puts its marketing strategy together."

Marketing Weekly understands that up to eight agencies have submitted their tender application and all creative directors in charge at the various agencies have previously worked on the account. J Walter Thompson, for one, has confirmed that it will not be pitching for the RSN business.