Changi Airport Group preparing to call integrated pitch

A source said the marketing team from CAG has met up with several agencies to discuss the brief, and a formal RFP for creative and digital duties will be issued later. The incumbent of the airport group’s creative and digital account is understood to be DDB and Tribal DDB.

Another source, however, said the pitch will be a fully integrated one targeting the Chinese market: spanning creative, media, digital and PR.

An RFP was reportedly issued on GeBIZ, the Singapore government's one-stop e-procurement portal, but was later taken down. As of press time, the site contains no tender from CAG.

When contacted by Campaign Asia-Pacific, Ivan Tan, senior vice president, corporate and marketing communications for CAG, declined to comment.

Changi Airport Group (Singapore) was formed in June 2009, followed closely by the corporatisation of Singapore Changi Airport. As the company managing Changi Airport, CAG undertakes key functions focusing on airport operations and management, air hub development, commercial activities and airport emergency services.

Through its subsidiary, Changi Airports International, the group invests in and manages foreign airports to spread the success of Changi Airport internationally.

In August, CAG appointed Waggener Edstrom Worldwide as its agency-of-record to support its digital communications strategy to provide strategic counsel, campaign conceptualisation, influencer engagement and technical support, as well as social monitoring and analysis.

Weber Shandwick was named the airport group’s PR agency-of-record last year, to promote the airport globally as a vital aviation and retail hub for Asia, as well as supporting the airport’s crisis communications plans. The firm will also contribute to special events and projects and provide strategic counsel.

In July last year, CAG handed its media integrated account to Aegis Media's Carat Singapore following a competitive pitch that included incumbent OMD and MEC. The integrated account includes planning, buying, digital and outdoor, to market Changi to airlines and route-planners, as well as both business-to-business and business-to-consumers.