Singapore Airlines’ budget airline Scoot has swapped creative agencies, dropping boutique agency Sparkfury and its digital arm TangoShark for TBWA’s Integer Group.
The switch to the Integer Group happened in February, and follows a full pitch, said chief executive officer, Scoot, Campbell Wilson(pictured,centre), in an interview to Marketing.
He added the switch was simply because the previous agency did not have the international footprint Scoot ultimately required. He also said that the appointment had nothing to do with TBWA’s existing relationship with SIA.
Integer will take care of traditional marketing duties for the company. Other agencies such as iNeo and TAC also help the airline with social media and its website.
“One of Scoot’s key focus’ is influencing purchase behaviour through strategic communication and activation, and Integer excels at that,” Alrick Dorett, Integer’s chief operating officer, said.
“This, combined with our strong brand building capability will provide a unique offering to Scoot as it aims to establish real differentiation in the marketplace.”
Scoot recently also appointed Fleishman-Hillard as its agency, though much of its creative strategy, especially for its branding and social media efforts, are conceptualised in-house at present, Wilson added.
Marketing understands over 30 agencies took part in the first pitch for Scoot last year.