Singapore Airlines reviews global media

Singapore - Singapore Airlines' global media account has come into play after the national carrier placed a tender notice in last Friday's Classified section of The Straits Times.

An SIA spokesperson confirmed the review, describing it as "part of a commitment to regularly review the market.

"We appoint a media agency, and this agency is responsible for assisting the airline with the planning and buying of media space across the Singapore Airlines network," a spokesperson said.

Connie Chan, MD for incumbent agency MEC added, "By April we will have successfully partnered with SIA for nine years and they are constitutionally bound to review their long-term relationships. We welcome the opportunity to explore new approaches and ideas."

The selection will be based on a two-step evaluation process (Request for Information and Request for Proposal) and the airline will be looking for agencies which have the credentials, network and experience to handle the global account. According to the tender document, the agency must be able to serve SIA's brand communication needs in its key markets of Singapore, SE Asia, North Asia, West Asia & Africa, South West Pacific, Europe and North America.

The airline also highlighted that the agency needs a "good track record in managing online and digital media as well as experience with global brands".

Submissions close on 22 September.