Singapore Airlines is undertaking a review of its global creative agency relationship.

The decision to embark on a market review is to procure the best services available in the market at the most competitive price. A market evaluation is timely in view of the dynamic changes in today's communications and media landscape. It is also part of the Airline's management practice to regularly review its third party supplier arrangements.

Incumbent, Batey Ads, a long-standing partner of Singapore Airlines, has been invited to participate in the review.

The review does not extend to the media buying agency relationship, with MEC. However, at some future point, the Airline also expects to review arrangements for media buying.

Singapore Airlines needs to ensure that the relationship it has with its creative agency is the best one for the Airline's future business needs, and is in keeping with the extensive changes in the media landscape. It is timely to review the market, to ensure that the services the Airline purchases are in keeping with the very best available.

This is an ideal opportunity for qualified agencies that meet the Airline's demanding requirements to put forward proposals for consideration. The process will be thorough and rigorous, because communicating the Singapore Airlines brand in diverse and global media channels is important.

Singapore Airlines has appointed Singapore consultancy, R3, to manage the review process.

The first stage in the review will involve agencies making submissions in response to Singapore Airlines Request for Information (RFI). Thereafter, a shortlist of agencies will be briefed on a final Request for Proposal (RFP). R3 will manage the communication with prospective agencies, and all enquiries from agencies will be directed to them.

The selection committee will consist of senior representatives from Singapore Airlines management.

Agencies seeking information about the process may refer to the Singapore Airlines website for a copy of the Request for Information: www.singaporeair.com (under Company Information/Procurement). Thereafter, their inquiries should be referred to Ms Goh Shu Fen at R3, shufen@rthree.com.