SilkAir Appoints New Creative and Media Buying Agencies

SilkAir, the regional wing of Singapore Airlines, has appointed DDB and OMD as its new creative and media buying agencies respectively, following a competitive selection process spanning three months.

The new appointments will see DDB collaborating closely with the airline on its brand communications on an initial two year contract beginning April 2013, whilst OMD’s media buying services for the Singapore market will commence in May 2013, also for a period of two years.

Mr. Lee Ser Yi, SilkAir’s Vice President Commercial, said he was impressed by the dynamic and creative proposals submitted to position SilkAir’s brand into the future.

“We’ve been very impressed by the commitment and enthusiasm shown by all the shortlisted agencies. Moving forward, SilkAir is keen to embark on its next phase of brand communications and further refine our positioning in the market both in Singapore and beyond, and we are pleased to welcome DDB and OMD to our team,” he said.

SilkAir called for proposals in December last year as part of a routine review. Submissions were received from several agencies including the incumbents, JWT for creative services, and Mindshare for media buying services.

In spite of the challenging environment, SilkAir has continued to generate healthy profit margins, with plans for rapid expansion with the order of 54 Boeing 737 aircraft, which will allow the airline to increase capacity on existing routes and add new routes to its network of 42 destinations.

“SilkAir would like to take this opportunity to thank JWT and Mindshare for their partnership and contribution to the development and growth of the SilkAir brand over the last five years. They have been a dedicated team that was truly passionate about the brand and we wish them all the very best,” said Mr. Lee.