Marketing understands that Singapore Airlines has shortlisted several agencies, pitching in a consortium style, for its global integrated pitch. These consortiums are:
- Team WPP: consisting of JWT, VML, Superunion and Mindshare
- DDB and Omnicom Media Group
- TBWA and PHD
- Dentsu Aegis Network
- Publicis Groupe
Marketing understands the pitch is currently being handled by R3. R3 has not responded to Marketing‘s queries. Meanwhile, an SIA spokesperson said that it was “not in a position to provide any further details about the process at this point”. Marketing has also reached out to all of the agencies mentioned above for a statement. The pitch is set to conclude in January 2019.
According to the tender documents, the agency appointed is required to have capabilities to “service all of the local markets through a hub model”. This means the agency needs to have at least one office in each of SIA’s regional hubs including Southeast Asia, North Asia, Southwest Pacific, Europe, West Asia and Africa, and the USA. The office also needs to have both creative and media capabilities.
The brief added that performance media expertise is also “critical” for SIA. This could be in form of a specialist agency or an integrated media solution with performance media expertise clearly demonstrated. The agency model must also include global production capabilities across offline and online media. Through the pitch, SIA is looking to find a partner which will provide an integrated solution to help it “cut through the changing marketing and communications landscape with impact”. This is to “elevate [its] iconic brand as [it] continues to spread [its] wings globally”.
Incumbents on the account are TBWA and Publicis Media.
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(Photo courtesy: 123RF)