Ogilvy wins Changi Airport creative account from JWT
Changi Airport Group has switched its creative account to Ogilvy & Mather, bringing to an end a five year arrangement with fellow WPP agency J Walter Thompson.
JWT first won the account in 2013, before seeing it renewed exactly two years ago, for what was at the time reported as a three-year contract. The agency’s work included the ‘I’m Home’ campaign to mark SG50.
Ogilvy & Mather Singapore’s win, which also includes CAG’s digital account, follows a competitive pitch which kicked off back in August. As well as JWT, four other agencies – Blk J, BBDO Singapore, TBWA Singapore and TSLA – were previously reported to be in the running.
According to today’s announcement: “The appointment will see Ogilvy responsible for strategic planning and creative services for CAG, which includes the implementation of brand and digital marketing campaigns, innovative promotional platforms and re-design of airport websites and digital assets.”
Ogilvy will also be responsibile for the marketing of mega mall and indoor garden, Jewel Changi Airport, which is due to open next year.
Kelvin Ng, director of corporate and marketing communications for Changi Airport Group, said:
“Ogilvy’s strong expertise and integration in the areas of creative, digital, customer experience and technology, coupled with a winning strategic approach was very compelling.
“We look forward to this partnership with Ogilvy to push boundaries as we continue to enhance the travel experience for our visitors from Singapore and beyond.”
Chris Riley, group chairman of Ogilvy & Mather Singapore said: “We are honored to embark on this innovation journey with Changi Airport Group. This win affirms our steadfast belief in the value of a strategic brand leadership position and the importance of continuous innovation to make brands matter with audiences.”
Jewel Changi Airport: Gearing up for next year’s launch
The announcement comes a few weeks after Ninemer was appointed to the PR and social media account for Jewel Changi Airport.
The airport has also retained Goodstuph as its social-media agency of record. Goodstuph has had the account for the past two years, and will be contracted for a further 24 months.
Tim Burrowes is the founder and content director of Mumbrella. He's written about media and marketing in Australia, Singapore, the Middle East and the UK.
Asking Ogilvy to “push boundaries” is akin to asking Grey to “tell the truth” or Saatchi to “hold an account”
Best of luck to all involved.
ReplyJdubs is losing more biz than Saatchi these days. CAG will soon be followed by Shell. Poor Ter Schegget is Jacked. [Edited under Mumbrella’s community standards]
ReplyWhere does this leave Jdubs?
Worst possible start for the CEO…then again, look who he put his faith in….deserves all the hurt that’s coming down the pike.
ReplyOgilvy:
Wertime / Reitermann (Regional APAC heads)
Riley (Sg head)
Eugene (Regional creative head)
Francis Wee (Sg creative head)
JWT:
Gutteridge (Regional APAC head)
Jackoo ter Sheget (SEA/Sg head)
Guan (Regional SEA ECD)
Farok (Sg creative head – err partner)
Compare those two agencies at each of those four levels.
Still trying to figure out why Ogilvy keeps winning while JWT keeps losing?
ReplyActually the jwt line up is a little off.
There’s this CCO hailing from the south americas…
But no mention is just about right for amount of work.
ReplyChangi is the whore of Singaporean brands. Never known a business to change agency as much as they do. Much like Scoot. I wouldn’t touch them with bargepole.
ReplyChangi marketing people have got to have their heads checked. Ogilvy?! Maybe they just need Yes Men….
Replyhorrible ad, looks like starhub
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