Top Story


Home >> International >> Article

International: O&M bags SilkAir account

Font Size   16
International: O&M bags SilkAir account

SilkAir, the intra-regional airline subsidiary of Singapore Airlines, has awarded its business to Ogilvy & Mather Singapore after a lengthy pitch process. Billings were not disclosed.

Several of the Lion City's ad agencies were involved in the first round of pitching early 2001, with incumbent BateyAds and O&M reaching the final two. BateyAds is responsible for the bulk of the Singapore Airlines account.

O&M was handed the branding program by the SilkAir selection committee after a final pitch in mid-August, says SilkAir Marketing Communications Executive Alvin Tan.

Branding in its own right is a new approach for the airline, whose advertising has previously been predominantly tactical. The carrier changed its name from Tradewinds to SilkAir in 1992. "This represented [its] evolution from a holiday resort airline to one that caters to both business and leisure travelers," says Mr. Tan.

Since then, SilkAir has conducted an annual review of its marketing strategies and positioning. At the last review, it was decided the airline should move to the second phase of its development, Mr. Tan adds. "As a young growing airline, it was timely to consider actively pursuing its own vision and mission. With this in mind, the airline initiated a selection of advertising agency to fulfill [its] needs."

It was originally thought SilkAir might hold off on advertising due to uncertainty about the economy.


Speaking to exchange4media, Shreyams Kumar M V, Joint Managing Director, Mathrubhumi shared his views on IRS 2017

The channel re-branded itself to verbalise what it stands for to its audience and partners

Speaking with exchange4media, Rishi Darda, Joint Managing Director and Editorial, Lokmat Media Group shared his vision for regional publications and the impact of IRS 2017 on the print industry.

Nisha Narayan, COO & Director, RED FM & Redtro and CEO, Digital Radio (Mumbai) Broadcasting Ltd, shares her insights on how radio is a powerful medium in terms of advertising and what can be done to take it to the next level

In the Top 10 Advertisers list, FMCG brand Hindustan Lever, Reckitt Benckiser India and Procter & Gamble retained its top three spots

Dentsu Webchutney has reprised its ‘The Racist Cover’ campaign this time with an interesting physical manifestation of the idea to demonstrate it in an innovative way

These five mobile ad campaigns enticed users to the point of immersion and led to brilliant ways for consumers to engage with the brands