SilkAir selects DDB and OMD

The airline, a subsidiary of Singapore Airlines, said it called for proposals in December as part of a routine review. The incumbents were among several agencies that responded, according to SilkAir. 

The new appointments will see DDB working on brand communications on an initial two-year contract beginning in April, while OMD will handle media buying for the Singapore market starting in May, also for a period of two years, according to the brand.

“We’ve been very impressed by the commitment and enthusiasm shown by all the shortlisted agencies," said Lee Ser Yi, SilkAir’s vice-president, commercial. "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." 

Lee also thanked Mindshare and JWT for their passion and "contribution to the development and growth of the SilkAir brand over the last five years".

JWT delivered "unique and impactful creative campaigns", he added. The agency helped SilkAir to carve a new market niche with the 'Explorers' and 'Undiscovered Asia' campaigns, which set the airline apart from both full-service and budget competitors and positioned SilkAir as the carrier of choice for travellers who wanted to discover new destinations, off the beaten path. In 2011, JWT Singapore brought home a Gold Effie for its 'Explorers' campaign.

Frank Bauer, CEO of JWT Singapore, noted that SilkAir was one of the "fun accounts". "We wish the team at SilkAir nothing but the best, and will always remain advocates and supporters of this made-in-Singapore brand," he said.