TBWA flies off with Emirates account

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Singapore--Emirates Airlines has awarded its $1 million account for Singapore to TBWA Worldwide, Singapore. The appointment follows a pitch against D'Arcy Masius Benton & Bowles. The incumbent was AdcomSingapore.

The appointment could include other international markets in the future. Emirates Airlines uses Angsana in Kuala Lumpur, Grey Direct in Bangkok and Grey Hong Kong in China, Hong Kong and Japan. "We needed a regional agency that could advise strategic and creative direction in Southeast Asia, not just Singapore," says Dubai-based Emirates Airlines' Manager-Airline Brands Steve Wheeler.

The new campaign will encompass TV, print, the Web, direct marketing and radio, and is expected over the course of the next few months.

TBWA Singapore's other recent wins include DBS Bank's regional corporate communication, AXN, Serial System and consolidation of the Samsonite regional account.

Copyright April 2000, Crain Communications Inc.

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