Digital Transformation

Singapore Airlines places its global business up for review and invites agencies to pitch


By Charlotte McEleny | Asia Editor

August 20, 2018 | 3 min read

Singapore Airlines has put its integrated global business up for pitch, inviting agencies via intermediary R3.

Singapore Airlines

Singapore Airlines has put its integrated business up for pitch

The airline announced the start of the process with the release of a Request For Information (RFI) today that detailed the process, which is likely to conclude in early 2019.

According to the RFI, the major strategic goal is to get Singapore Airlines back at the number one spot, by becoming the undisputed market leader, inspiring passion in people and creating a vibrant innovation culture.

It says it's been undertaking a major internal repositioning and transformation since 2017 when it realised the industry challenges of global competition. This was led by the ‘Transformation Office’, of which the CEO led a senior team and included identifying revenue generation opportunities, a sharpening of the cost base and a revamp of the organisation’s structure.

The document states: “As we review our business to be future fit, we are likewise doing the same to ensure we are collaborating with the right external marketing partners in the right way so that they will play a strategic role throughout our transformation. This tender is an invitation to agencies in Singapore to provide an integrated solution to help us cut through the changing marketing and communications landscape with impact, so as to elevate our iconic brand as we continue to spread our wings globally.”

Agencies pitching need to be able to manage capabilities across integrated strategy, brand and creative, media, content, website and app management and production, as well as being based in Singapore.

The incumbent agencies working on the business are TBWA\Singapore and Publicis Media.

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