Singapore Girl still 'current' says SIA, as it appoints brand agencies

An emphasis on customer service as well as the "iconic" Singapore Girl remain "current" and continue to set SIA apart in its industry, the airline said Thursday as it announced the appointment of 2 agencies to work on its branding. The company announced it had selected 2 agencies under the Omnicom group - TBWA and PHD - for creative and media services following a 6-month pitch process. "As we carried out our review it was clear that our underlying branding approach, which consists of the iconic Singapore Girl and an emphasis on customer service as a crucial differentiator, remains current and continues to set us apart in our industry,” said Campbell Wilson, SIA's senior VP of sales and marketing. The Singapore Girl, conceptualised by Batey Ads in 1972, has been the face of SIA for more than 40 years. <br/>