Singapore Airlines appoints social media agency for the first time

SIA on social mediaSingapore Airlines, one of Asia’s most prestigious brands, has appointed an agency to handle its social media for the first time.

The airline, which to date has been coy in its approach to social networks, has hired Dentsu’s digital arm, Dentsu Möbius, after a pitch involving 10 other agencies.

Digital Arts Network, which is aligned to SIA’s global ad agency TBWA, was also part of the pitch for the two-year contract.

Dentsu Möbius, which only launched a year and a half ago, will not be charged with reworking SIA’s website, which has received much criticism in recent weeks. That business remains with TBWA.

Singapore Airlines has 6,500 subscribers to its YouTube channel, just under 64,000 followers on Twitter and 537,000 fans on Facebook.

“Working with a client like Singapore Airlines is a huge deal for Dentsu Möbius: you’re talking to a proud and excited managing director here,” said James Hawkins, MD of Dentsu Möbius.

“We know what we are capable of and it is good to know that big names on the market, for some of which social is a new game, are noticing this too and giving us their vote of confidence. We will tap our expertise and passion to harness the power of social for Singapore Airlines, arguably the best airline in the skies today.”

He added: “The team is flying high and adding Singapore Airlines to our client roster is a wonderful way to end what has been a tremendous year for the company. Our portfolio is coming along very nicely – I’m sitting on my hands right now waiting to announce the next couple of wins – and I’m looking forward to continuing on this high-growth trajectory in the next year.”


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