SilkAir has appointed DDB Singapore and OMD as its creative and media agencies respectively.
The contract is for a period of two years for both media and creative agencies.
Sources close to the pitch confirmed both pitches were called in early December last year.
It is also understood that both creative and media agency incumbents JWT Singapore and Mindshare were also present in the pitch process. JWT held the creative contract for five years.
Leela Nair, managing director at Mindshare Singapore said they held a long and successful tenure with Silk Air and appreciate the work created over the years.
“We wish them every business success going forward.”
JWT won SilkAir in March 2008 and helped the group define a new market niche with the “Explorers” and “Undiscovered Asia” campaigns.
“JWT has been a great partner for SilkAir over the last five years and has delivered unique and impactful creative campaigns for the SilkAir brand,” Lee Ser Yi, SilkAir’s vice president commercial, said.
“With JWT’s support, SilkAir has refined our positioning more clearly in the market.”
In a statement, Frank Bauer CEO of JWT Singapore, said: “We wish the team at SilkAir nothing but the best and will always remain advocates and supporters of this made-in-Singapore brand.”
A total of four media agencies were vying for the media account which is so far understood to be Singapore based.