Singapore Airlines launches global media agency hunt

Singapore Airlines (SIA) is on the hunt for a media agency to handle its global media planning and buying services.

In a tender document seen by Marketing, SIA stated that interested agencies should have integrated marketing communication capabilities across both offline and online media channels. The agency also needs to have the reach and network to match SIA’s global reach along with a good track record in managing online and digital media and relevant experience in working with global brands.

The tender will be conducted in two phases. The first stage will be a pre-qualification stage, followed by a full RFP exercise. The pre-qualification will serve as an initial brief for interested agencies to better understand SIA’s media planning and buying requirements.

Subsequently SIA will shortlist a number of agencies to be briefed on a full Request for Proposal (RFP) in its second selection phase.

According to the documents, respondents will be evaluated based on the written submissions and presentations. Deadline for submission of pre-qualification documents is on the 27 April and shortlisted agencies will be notified by 4 May 2015.

The incumbent on the account is MEC. SIA also recently extended its partnership with creative agency TBWA until 2017.