Singapore Airlines appoints Zenith Optimedia after global media review

Singapore Airlines has parted ways with its global media planning and buying agency of 15 years MEC.

Singapore Airlines Airbus A380

Coming in to replace the GroupM buyer is Publicis Groupe’s Zenith Optimedia, which was awarded the business after a final round of pitching with the incumbent.

Singapore Airlines called a statutory review in April. In the briefing document, SIA said that it wanted to find a media agency with strong integrated marketing credentials, and one that had the reach and network to match its own.

The news comes 10 months after Singapore Airlines extended its relationship with creative agency of six years TBWA until 2017 without a pitch.

In a statement, SIA told Mumbrella Asia: “Singapore Airlines has appointed ZenithOptimedia as their global media agency following a pitch earlier this year. The appointment is for the period from 1 October 2015 to 30 September 2018, with an option to extend for another two years.”

“ZenithOptimedia will be SIA’s global media buying agency, covering for both online and offline buys. This will cover on the offline side, all traditional forms of media buys (print, TV, radio, OOH) and on the online side, all digital as well as biddable media (digital displays, SEM, programmatic and social buys). Singapore Airlines looks forward to working with ZenithOptimedia in the coming years.”

SIA’s outgoing agency said in a statement: “MEC is incredibly proud to have been part of the growth of Singapore Airlines over the past 15 years. We have partnered to create a world-renowned brand in the airline industry through award winning marketing campaigns and with the dedication of a passionate MEC team. But after 15 years it’s time to say goodbye and we wish the team at SIA well.”

In a difficult run for the agency, MEC lost another major Singapore-based client, Singtel five months ago. Six months ago APAC boss Stephen Li moved to rival OMD.


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