an extensive search which began in January of this year, Singapore Airlines
has appointed TBWA to manage its creative account.
Singapore Airlines Executive Vice President Marketing and the Regions, Huang Cheng Eng, said that the process had
been a spirited and competitive one, with agencies submitting dynamic proposals to position the
airline’s brand into the future.
“Our evaluation process took the time we needed to satisfy ourselves that TBWA’s creative concepts suited where we think the brand should be
positioned in future years,” said Mr Huang.
“Singapore Airlines remains committed to its underlying branding, emphasized by the Singapore Girl as an iconic personification of the service
customers expect on board Singapore Airlines flights. This is part of our commitment to be a premium, full-service, network airline and an
The change in creative agency does not affect the
airline’s media buying agency relationship, with MEC, at this point in time.
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