Singapore Airlines calls for massive global integrated agency pitch

Singapore Airlines (SIA) is on the hunt for global integrated agency partners to handle integrated strategy, brand and creative, media, content, website/app and production. The appointed agency or agencies will primarily support the SIA head office based in Singapore. R3 is said to be handling the pitch.

According to a brief seen by Marketing, the agency appointed is also 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.

The deadline for submission is on 5 September 2018, with the pitch being expected to conclude on 21 January 2019.

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”.

Other requirements include finding integrated ways of working and the addition of an agency partner who can "operate effectively in the confluence of paid and earned media". The agency will also need to drive costs down and ensure transparency and price competitiveness. There will also need to agency management through performance-based remuneration, with a focus on a partner's ability to drive desired business and marketing outcomes.

The airline currently works with TBWA\Singapore for creative and Publicis Media for media.

The pitch comes on the back of the transformation program the airline has been undertaking the past year to better face the challenges of intensifying global competition. This saw SIA launching a strategic review of its portfolio which led to the housing of the SilkAir brand into SIA, as well as investments in both full- service and lowcost operations. It also initiated a multi-hub strategy leading to airline investments in markets overseas. Some other initiatives that are currently in the pipeline also include the increase in the company’s investment in digital enablers.

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