• by Steve McClellan  @mp_mcclellan, February 1, 2019

Singapore Airlines has consolidated its global creative and media accounts with Omnicom agencies TBWA and PHD, respectively.

The selections came after a six-month review led by R3. The media incumbent was Publicis Media, while TBWA successfully defended its role as creative incumbent. The assignments take effect April 1, with a new five-year contract.

The account will be led out of Singapore, with support across six regional hubs including the U.S.

Through a new integrated agency approach, TBWA and PHD will jointly provide overall strategy, creative, media planning and content solutions under one unit -- a model designed to provide enhanced strategic marketing communications, according to the agencies.

“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,” stated Campbell Wilson, the airline’s senior vice president/sales and marketing. “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.”