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Singapore Airlines is undertaking a review
of its global creative agency relationship. |
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The decision to embark on a market review is
to procure the best services available in the market at the most
competitive price. |
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A market evaluation is timely in view of the
dynamic changes in today¡¯s communications and media landscape. It is
also part of the Airline¡¯s management practice to regularly review its
third party supplier arrangements. |
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Incumbent, Batey Ads, a long-standing
partner of Singapore Airlines, has been invited to participate in the
review. |
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The review does not extend to the media
buying agency relationship, with MEC. However, at some future point, the
Airline also expects to review arrangements for media buying. |
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Singapore Airlines needs to ensure that the
relationship it has with its creative agency is the best one for the
Airline¡¯s future business needs, and is in keeping with the extensive
changes in the media landscape. It is timely to review the market, to
ensure that the services the Airline purchases are in keeping with the
very best available. |
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This is an ideal opportunity for qualified
agencies that meet the Airline¡¯s demanding requirements to put forward
proposals for consideration. |
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The process will be thorough and rigorous,
because communicating the Singapore Airlines brand in diverse and global
media channels is important. |
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Singapore Airlines has appointed Singapore
consultancy, R3, to manage the review process. |
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The first stage in the review will
involve agencies making submissions in response to Singapore
Airlines Request for Information (RFI). Thereafter, a shortlist of
agencies will be briefed on a final Request for Proposal (RFP). R3
will manage the communication with prospective agencies, and all
enquiries from agencies will be directed to them. |
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The selection committee will consist
of senior representatives from Singapore Airlines management. |
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Agencies seeking information about the
process may refer to the Singapore Airlines website for a copy of
the Request for Information: singaporeair.com (under Company
Information/Procurement). Thereafter, their inquiries should be
referred to Ms Goh Shu Fen at R3, shufen@rthree.com. |
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Source:
www.singaporeair.com
News Release 8 Jan 2007 |
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FrontPage Edition: Sun 14 January 2007
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