This month’s big news, of course, was the appointment of a new creative agency by Singapore Airlines. They chose TBWA, and it wasn’t long before my handphone started beeping, even in our after-Easter-retreat in Bali. Some magazines asked for input, and here is what I said:

‘Jörg Dietzel, principal at Jörg Dietzel Consultants said the appointment came as no surprise. “When they were looking for an agency that offers them both a global network and creative ideas and excellence, TBWA was an almost natural choice. It was a widely held view in the industry that everybody was saying out of the three, TBWA was going to get it,” Dietzel said.

‘In terms of network, they built one with Batey and that was kind of a painful process because they had to go country by country and in every country they had to do a pitch, so they were really looking for somebody who already had that in place and TBWA could offer that,” Dietzel said.

“Size-wise it’s also one that isn’t too big - with big agencies, everyone thinks $50 million is a lot of money, but it’s not, if you think about it. It that has to cover not only Singapore but some of the other markets, and they have so many destinations where they go to. So going with some of the really big guys would’ve made SIA a small fish in a big pond, but going with TBWA, who are a bit smaller but still have a lot of network capabilities, makes sense because it gives them the importance that they want.”’

(MARKETING Magazine, online version, 17 April 2007)

‘Jörg Dietzel, who runs a brand consultancy and teaches at the SMU Business School, says “TBWA’s global network, capabilities in both above- and below-the-line advertising as well as a good creative reputation” could have clinched the deal for it.

Dietzel says the Singapore Girl is a brand asset that allows the airline to “own” the service platform and at the same time helps differentiate it from other airlines. “One look at the Singapore Girl in her trademark kebaya and you know it’s about Singapore Airlines. The icon should stay, but her image can be updated and refreshed,” he says.’

(The Edge Singapore, April 23, 2007)

So let’s see what TBWA will come up with – not an easy task.

In other news, we’re working on a project for a young fashion brand, a furniture group, and just after Easter I spent a week in China, helping a client to re-align with their agency. Beijing was cold, Shanghai sunny and Guangzhou – well, let’s not talk about Guangzhou.

And finally, NUS Business School has decided not to work with us but to engage a different consultancy, following a pitch with 3 agencies on the shortlist. It’ll be interesting to see what positioning the colleagues will come up with for NUS Business School, since they are in dire need of differentiation.

Jörg