SilkAir hands Y&R regional creative account

SilkAir has concluded its search for creative agency, and has appointed Young & Rubicam as its creative partner. Meanwhile, it has handed Burson Marstellar its PR account. The agencies had pitched together as a consortium to handle its creative, PR, social and digital functions.

The contract is for a period of two years with an option to renew yearly. The incumbent was DDB and Tribal Worldwide. When reached out to by Marketing, a spokesperson from SilkAir confirmed the appointment and said:

"After a comprehensive review, we are happy to announce that Y&R, including Burston Martstellar, has been selected as our preferred partner to continue building SilkAir's brand presence in our 14 countires and 53 destinations across all platforms in an integrated manner."

The agencies will develop, strategise and plan for the marketing communications program for the SilkAir brand. It will also recommend strategic marketing initiatives aligned with SilkAir’s goals and business objectives. The agencies will help expand SilkAir’s brand presence by providing realistic, data-driven, creative, integrated and multi-channel campaigns.

The agencies will work on the brand’s communication needs in Singapore, including key markets such China, India, Indonesia and Malaysia. Marketing understands the pitch went through various rounds of shortlist with the final one involving Y&R, DDB and Ogilvy.

The pitch was first called in November last year.