Singapore Airlines settles global media pitch

Singapore Airlines (SIA) has appointed ZenithOptimedia to handle its global media planning and buying services. The incumbent on the account is MEC.

SIA spokesperson, Nicholas Ionides confirmed the news to Marketing. The appointment is for the period from 1 October 2015 to 30 September 2018, with an option to extend for another two years.

ZenithOptimedia will be SIA's global media buying agency, covering for both online and offline buys. This will cover on the offline side, all traditional forms of media buys (print, TV, radio, OOH) and on the online side, all digital as well as biddable media (digital displays, SEM, programmatic and social buys).

"Singapore Airlines looks forward to working with ZenithOptimedia in the coming years," Ionides said.

In an earlier tender document seen by Marketing, SIA stated that 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 was conducted in two phases.

“We are absolutely delighted to be able to expand our relationship with Singapore Airlines. They are a leading global brand and we are really excited at the prospect of taking our partnership to the next level in supporting their marketing and communications,” said Gareth Mulryan, CEO ZenithOptimedia. This business extends the partnership from the search-only assignment that was won two years ago under the Performics brand, a division within ZenithOptimedia Group.

SIA also recently extended its partnership with creative agency TBWA until 2017.