Singapore Airlines tipped to shift social media account from Dentsu Mobius

Singapore Airlines is tipped to have appointed Zenith Singapore to undertake duties such as social media management, campaign management and production needs, Marketing understands.  The pitch for social was first called in April this year.

The move comes almost a year after Singapore Airlines (SIA) appointed Zenith Singapore, also under the Publicis Group, to handle its global media planning and buying services. The appointment is until 30 September 2018, with an option to extend for another two years.

Singapore Airlines did not comment on the appointment.

Meanwhile the incumbent on the account is Dentsu Mobius (now rebranded as DM2). It was last appointed in September 2015 for a period of one year and has had over three years of working experience with SIA. Dentsu was the first social media agency appointed for the brand and helped the airlines’ social media following grow from 500,000 to well over 5 million in the last three years.

Marketing has reached out to the agency but it was unable to respond at the time of writing.

Over the years Dentsu Mobius created iconic campaigns for the brand which have reached millions of online users. One such notable campaign was called #NoDetailTooSmall which was lauded by many for its impressive story-telling. The campaign saw the national flight carrier commissioning the expertise of American designer Luca Iaconi-Stewart to showcase the meticulous design of its seating product. The campaign saw close to 5 million views within the first 48 hours of launch and received over 40 million views globally.

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