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Jan 9.
IN A stunning move that is likely to create turbulence in the
advertising industry, Singapore Airlines (SIA) has announced
that it is looking to “review” its global creative agency relationship.
This could mean its historic 34-year relationship with
Batey Ads might be coming to an end, say market watchers,
although the agency — creators of the iconic Singapore Girl
— are not out of the running as they have been “invited to participate
in the review,” said SIA in a press release yesterday.
The decision to conduct the “market review” is aimed
at “(procuring) the best services available in the market at
the most competitive prices,” said SIA. This is the first time
since SIA appointed Batey Ads as its creative agency in 1972
that the job has come up for change.
The push factor was SIA’s desire as part of good business
practise, to review arrangements “and to ensure we
are getting good value and positioning in a changing media
creative landscape. We’ll be doing this review on a more regular
basis,” said an SIA spokesman.
Consultancy firm R3 has been appointed to manage the
review process. Creative agencies will first have to make
their submissions in response to Singapore Airlines’ Request
for Information. Short-listed agencies would then be
briefed on the final Request for Proposal. R3 will handle all
communication with the prospective agencies.
The selection committee will consist of senior representatives
from SIA’s management. — JOSEPH YADAO
IN A stunning move that is likely to create turbulence in the
advertising industry, Singapore Airlines (SIA) has announced
that it is looking to “review” its global creative agency relationship.
This could mean its historic 34-year relationship with
Batey Ads might be coming to an end, say market watchers,
although the agency — creators of the iconic Singapore Girl
— are not out of the running as they have been “invited to participate
in the review,” said SIA in a press release yesterday.
The decision to conduct the “market review” is aimed
at “(procuring) the best services available in the market at
the most competitive prices,” said SIA. This is the first time
since SIA appointed Batey Ads as its creative agency in 1972
that the job has come up for change.
The push factor was SIA’s desire as part of good business
practise, to review arrangements “and to ensure we
are getting good value and positioning in a changing media
creative landscape. We’ll be doing this review on a more regular
basis,” said an SIA spokesman.
Consultancy firm R3 has been appointed to manage the
review process. Creative agencies will first have to make
their submissions in response to Singapore Airlines’ Request
for Information. Short-listed agencies would then be
briefed on the final Request for Proposal. R3 will handle all
communication with the prospective agencies.
The selection committee will consist of senior representatives
from SIA’s management. — JOSEPH YADAO
To be phased in with the introduction of bow ties 
for the stewards!
sofar SQ has been succesfull! the singapore girl icon is THE image of singapore airlines. just look at all the other ad campaigns...they are boring! they just put emphasis on the functionality of the plane....but it is the "singapore girl" that makes it so special. 
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