TBWA and PHD win Singapore Airlines

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 1 February 2019

Following a six-month pitch process involving 11 agencies, Omnicom agencies TBWA and PHD have been appointed to the Singapore Airlines account.

While TBWA has held the airline's creative account for 12 years, the media account was previously held by Publicis agency Zenith.

The pitch was run out of APAC and it's not yet clear what impact this will have on staffing at PHD, or at the incumbent Zenith. AdNews has approached both agencies for comment.

Singapore Airlines senior vice president sales and marketing Campbell Wilson says he wants the pair to deliver a modern approach to the airline's marketing.

“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,” Wilson says.

“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.”

The five year contract involves a new integrated agency approach, with the agencies jointly providing overall strategy, creative, media planning and content narrative solutions under one holding group.

The appointment takes effect 1 April.

TBWA Australia CEO Paul Bradbury recently spoke to AdNews about expanding into media planning, saying the reintegration of media is a key objection for the agency.

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