Singapore Airlines appoints PHD and TBWA following global agency review

Singapore Airlines has switched media agencies, moving its account from Publicis Media’s Zenith to Omnicom’s PHD, following a six-month pitch process.

The airline also reappointed Omnicom’s TBWA to its creative services. 


Zenith won the media account in 2015, after 15 years with MEC.

This competitive selection process began in August 2018, with 11 agency groups bidding for the business.

The airline said the new integrated agency approach would allow TBWA and PHD to jointly provide overall strategy, creative, media planning and content narrative solutions. Having this all under one holding group, it said, would result in enhanced strategic marketing communications.

Singapore Airlines’ senior vice president of sales and marketing, Campbell Wilson, said: “As we carried out our review, it was clear that our underlying branding approach, which consists of the iconic Singapore Girl and an emphasis on customer service as a crucial differentiator, remains current and continues to set us apart in our industry.

“We are confident that TBWA and PHD will now be able to creatively execute that promise with a more modern touch, bringing about an evolution in our branding and marketing communications.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.