SilkAir about to appoint new agency after their five year relationship with JWT Singapore ends

After a successful five-year partnership JWT Singapore and SilkAir have parted company.

"With JWT's support, SilkAir has refined our positioning more clearly in the market. JWT has been a great partner for SilkAir over the last five years and has delivered unique and impactful creative campaigns for the SilkAir brand," said Lee Ser Yi, SilkAir's Vice President Commercial.

JWT helped SilkAir define a new market niche with the "Explorers" and "Undiscovered Asia" campaigns, which set the airline apart from both full-service and budget competitors and positioned SilkAir as the carrier of choice for travelers who wanted to discover new destinations, off the beaten path.  That innovation was recognized by the industry, and in 2011, JWT Singapore brought home a Gold Effie for its Explorers campaign.

"We truly enjoyed the past five years on the SilkAir account.  This was one of those fun accounts that creative teams just love to work on. We wish the team at SilkAir nothing but the best, and will always remain advocates and supporters of this made-in-Singapore brand," said Frank Bauer, CEO of JWT Singapore.