Singapore Airlines has selected two agencies under the Omnicom group, TBWA and PHD, for creative and media services following an extensive six-month pitch process.
The appointment will take effect from 1 April 2019 and the contract will be for five years. The announcement follows a competitive selection process initiated in August 2018, which saw a total of 11 agency groups bidding for the business, including incumbent agencies for creative and media services, TBWA and Zenith respectively.
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.
“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 Singapore Airlines senior vice president sales and marketing, Campbell Wilson.
“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.”