Changi Airport appoints first content marketing agency, shortlists three for advertising pitch

Picture: Changi Airport's Facebook page

Changi Airport Group has appointed a content marketing agency of record for the first time, Mumbrella can reveal.

King Content has been awarded the business after a competitive pitch that is understood to have involved Novus and the content arm of Havas Media, Changi Airport’s media agency of record.

The contract is understood to be worth $1m over a two-year period, although it is unclear how investment in content marketing will affect CAG’s spend in traditional channels.

The airport is understood to also be looking for a social agency, and a number of agencies have made presentations.

CAG’s new content agency takes on a brief to maintain the brand’s status as the world’s best airport. CAG has some big projects to build content around, such as Jewel Changi Airport, a massive shopping and lifestyle hub to open in 2018.

King Content’s commercial director for Asia Peter Bakker told Mumbrella: “We are very excited to have been selected as the content marketing and content strategy development agency for CAG. We have literally just embarked on the strategy development, which will map out a comprehensive content development plan for the next 12 to 24 months.”

“We are delighted to support CAG to develop a robust and sustainable content marketing programme. Although the details are yet to be defined – this initiative aims to maintain CAG’s global position as the “World’s Best Airport”.

King Content’s market position was strengthened recently by the addition of a piece critics of content marketing say is lacking – proof that it works – after the company, which has offices in Sydney, Singapore and Hong Kong, was acquired by media monitoring firm iSentia for $48m in August.

The news emerges a few months after Changi Airport called a tender for its creative account, which is currently with J. Walter Thompson.

The advertiser has shortlisted three agencies, with JWT understood to be among them.

The client is to meet with the contenders again in January before a final decision is made, Changi Airport Group’s SVP of corporate and marketing communications Ivan Tan confirmed with Mumbrella.

J. Walter Thompson won the account in 2013, and, as reported by Marketing in March this year – when CAG called a pitch for its media account – was given a contract extension until March 2016.

CAG appointed a new media agency, Havas Media, in May this year, moving the account, reportedly worth $16m, from Zenith Optimedia.

It hired Golin as its public relations agency after a review in 2013, but that contract expired in August. Golin continues to work with CAG on a project basis.


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