JWT takes off with SilkAir biz

Singapore - SilkAir has appointed JWT as its creative AOR, effectively ending its six year relationship with incumbent O&M.

In a competitive pitch process that ran three months, four agencies were shortlisted for the final round.

"JWT stood out for its clarity in thinking, industry understanding and a brand strategy that demonstrated not just creativity but resonated closest to our values as a company. We are looking forward to refining our positioning more clearly in the market, with their support," SilkAir's VP for Commercial David Lim, said.

The contract will span two years and the agency is expected to begin work with the airline on its brand communications from April 2008.

This year SilkAir has committed to expand its capacity by more than 10% this year and is looking to grow its brand presence especially in the home market.

Mindshare remains as its media buying agency.