Changi Airport Group has reappointed Ogilvy Singapore as its creative and digital agency for a period of two years with an option to extend for another two years. The appointment begins 1 April 2023 onwards. The move comes following an extensive pitch process that began mid last year, first reported by MARKETING-INTERACTIVE. Ogilvy Singapore has been CAG’s agency of record for the brand for the last five years.
In an earlier tender seen by MARKETING-INTERACTIVE, the documents outlined that the appointed agency will be required to undertake, but is not limited to strategic planning, marketing support and creative services as well as digital marketing. Responsibilities include marketing ideas; strategic planning for brand enhancement, retail offers, and digital engagement; creative development; refreshing Changi Airport's website; as well as digital marketing services such as redesign and conceptualisation of eDMs.
Moving forward, Ogilvy will be responsible for all creative communications across all touchpoints for Changi Airport Group. Kelvin Ng, VP, corporate and marketing communications, CAG, said “We would like to congratulate Ogilvy for retaining the account, and thank everyone who was involved in the process for their dedication and effort.”
Ivan Tan group SVP (Corporate & Marketing Comms) at Changi Airport Group also thanked all participating agencies and said that the entries received “demonstrated strong strategic thinking and creativity”.
“We were especially encouraged by the professionalism demonstrated by the agencies. The high quality of submissions made the selection process very difficult,” he added.
Kunal Jeswani, group CEO of Ogilvy Singapore & Malaysia, said “I am delighted that CAG have chosen to put their trust in Ogilvy Singapore. Changi is an incredible brand, and our teams are excited to play a part in shaping the brand experience over the next few years. The pitch brought out the best in us as a team and it is heartening that CAG saw potential in our people and in the ideas we shared. What a great way to start 2023!”
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