Singapore Airlines' global media pitch takes flight

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SINGAPORE--The four agencies still on the runway for Singapore Airlines' global media account have been recalled for another face-to-face pitch. The incumbent agency is Maximise. It and Optimum Media Direction, Zenith Media and CIA Medianetwork have been involved in a pitch that has lasted a month so far, and is predicted by one of the agencies involved to be "a long drawn out process."

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.

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