Singapore Airlines appoints TBWA\ and PHD for its integrated communications

Singapore Airlines has appointed TBWA\ and PHD its global creative and media duties following a six-month pitch process handled by R3. The five-year appointment will take effect from April 1, 2019.

Through a new integrated agency approach, TBWA\ and PHD will jointly provide overall strategy, creative, media planning and content narrative solutions under one holding group, which will result in enhanced strategic marketing communications.

The appointment follows a competitive selection process initiated in August 2018, which saw a total of 11 agency groups bidding for the business, including the incumbent agencies for creative and media services, TBWA\ and Zenith respectively. The account size is pegged to be around $100 million for a five-year period.

“As we carried out our review, it was clear that our underlying branding approach, which consists of the iconic Singapore Girl and an emphasis on customer service as a crucial differentiator, remains current and continues to set us apart in our industry,” said Campbell Wilson, Senior Vice-President, Sales and Marketing, Singapore Airlines.

“We are confident that TBWA\ and PHD will now be able to creatively execute that promise with a more modern touch, bringing about an evolution in our branding and marketing communications,” he added.

Ara Hampartsoumian, Managing Director, TBWA\Singapore, said, “What an honour to have been re-appointed as SIA’s global agency of record together with our media partner PHD. I’m extremely proud of the synergy of both teams; for us, success was an only option and our persistent passion, energy and ambition for the SIA brand won in the end.”

He said, “We are thrilled to evolve our longstanding relationship with this iconic brand, partnering with them as the airline continues to modernise and transform its business for the future. We look forward to developing innovative and integrated marketing solutions that will continue to strengthen their preeminent position as the greatest airline in the world."

James Hawkins, CEO of PHD APAC, added, “This appointment is a testament to the strength of PHD and TBWA’s integrated approach, which allowed us to unlock the best of media and creative, and deliver the type of fresh thinking that can ultimately take an iconic brand like Singapore Airlines to even greater heights. As one team, which we have called SQ1, we look forward to leveraging the best of both our capabilities in driving innovative and impactful communications for the airline.”

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