And the winner is...

Singapore - TBWA has won the lucrative Singapore Airlines account beating DDB and Publicis in the process.

The news brings to an end the account review that started at the beginning of this year, and which saw Batey, SIA's agency of 35 years, being sent off the in second last stage of the process.

"Our evaluation process took the time we needed to satisfy ourselves that TBWA's creative concepts suited where we think the brand should be positioned in future years," Singapore Airlines VP marketing and the Regions Huang Cheng Eng said in a statement.

"Singapore Airlines remains committed to its underlying branding, emphasised by the Singapore Girl as an iconic personification of the service customers expect on board Singapore Airlines flights. We're very pleased now to embark on the next phase in communicating these brand values to our customers the world over, and welcome TBWA to our team," he said.

Singapore Airlines said the recent creative agency appointment will not affect the airline's media buying agency relationship, with MEC, at this point in time.