Based upon previous ad spend, the account is expected to be worth between $13 million and $25 million, but the media agencies' involvement in the pitch goes "well beyond monetary worth," says another of the four agencies. "It's a hugeopportunity to be associated with such an important brand."
Singapore Airlines topped the list of Asian brands in Omnicom Group's Interbrand survey of 1999. While the creative account has been with Singapore's BateyAds since 1972, Bates Singapore was recently awarded part of the business, fueling rumours that one of the longest and most famous agency-client relationships was on the wane.
Copyright July 2000, Crain Communications Inc.