Singapore Airlines, one of Asia’s most prestigious brands, has appointed an agency to handle its social media for the first time. The airline, which has been rather coy in its approach to social networks, has hired Dentsu’s digital arm, Dentsu Möbius, after a pitch involving 10 other agencies. Digital Arts Network, which is aligned to SIA’s global ad agency TBWA, was also part of the pitch for the two-year contract.
Dentsu Möbius will work with Singapore Airlines to boost the iconic carrier’s presence on social media. The two parties signed a two-year contract. “Working with a client like Singapore Airlines is a huge deal for Dentsu Möbius: you’re talking to a proud and excited managing director here,” said James Hawkins, Managing Director, Dentsu Möbius. “We know what we are capable of and it is good to know that big names on the market, some of which social is a new game, are noticing this too and giving us their vote of confidence. We will tap our expertise and passion to harness the power of social for Singapore Airlines, arguably the best airline in the skies today. The team is flying high and adding Singapore Airlines to our client roster is a wonderful way to end what has been a tremendous year for the company. Our portfolio is coming along very nicely – I’m sitting on my hands right now waiting to announce the next couple of wins – and I’m looking forward to continuing on this high-growth trajectory in the next year.”
Chairman & CEO of Dentsu Network/Asia, Dick van Motman commented, “James and the team at Dentsu Möbius have done a fantastic job over the last year. They’ve shown incredible tenacity and are living and breathing Dentsu’s vision of moving business by moving people. Their successes over the last year have included not only Singapore Airlines, but also Bridgestone, MasterCard, and CapitaMalls Asia and I couldn’t be more pleased with their progress.”