SilkAir is undertaking a review of its creative, social media and public relations agencies. The contract is for a period of two years and an option to renew yearly. Currently SilkAir is working with DDB and Tribal and has no PR agency in place.
According to the tender brief seen by Marketing, consortia are also welcome to participate in the RFP. For the first stage of the RFP interested agencies will be required to submit their responses to the initial pre-qualification brief. Shortlisted agencies will be issued the tender documents for Phase 2, and will be invited to submit a full response and bid. This is set to happen by 30 November.
Shortlisted agencies should be prepared to make one or more presentations to an evaluation committee as required, read the documents.
The agencies looking to pitch for the account need to have the ability to develop, strategise and plan for the marketing communications program for the SilkAir brand. It also has to have the ability to recommend strategic marketing initiatives aligned with SilkAir’s goals and business objectives. The agency will help expand SilkAir’s brand presence by providing realistic, data-driven, creative, integrated and multi-channel campaigns.
Agencies vying for the account need to have proven track record in creating a series of marketing, digital, social and PR assets across multi-channel platforms. The agency will also need to have a proven track record in creative concepts, art direction, copy writing and scripting for all forms of TVCs, print, radio and digital advertising and proven track record in creation of quality, engaging and compelling content for social media and PR.
The agency has to posses in-depth knowledge of and access to relevant trends, topics an data in consumer behaviour, airline industry’s competitive landscape and challenges.
Although the requirement is to primarily support SilkAir’s head office located in Singapore, the agency/agencies should have the ability to leverage on its network of offices to fulfill brand communication needs in SilkAir’s other key markets of China, India, Indonesia and Malaysia. The agency also has to have the ability to work effectively with SilkAir’s appointed media buying agency, in development and implementation of its strategies.
The pitch process will conclude by 1 April 2017.