Singapore Airlines selects TBWA as New Creative Agency

Following 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 industry leader.”

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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