Scoot calls for creative pitch

Scoot has called for a closed-door creative pitch. The agency will offer support on creative, brand and social campaigns and the appointment will be for an initial two years with the possibility of extending another year if there is no change to the scope. Scoot's spokesperson told MARKETING-INTERACTIVE: "As we near our end of contractual term with the current appointed agencies, this is an opportunity for Scoot to review business and commercial priorities as we prepare ourselves for the next phase and gradual resumption of travel."

The incumbent is BLKJ Havas which was reappointed last year until 31 March 2022. In the past, the agency was credited to have worked closely with the airline through "an intense period of rapid growth" and has seen strong results from the agency's work across its global network. BLKJ Havas first started working with Scoot in January 2018, winning the account from Publicis which previously oversaw the account since 2013. Alongside the creative appointment last year was GroupM's Essence being appointed to handle global media duties following a pitch in October 2019.

Months after the agencies were appointed, Scoot hired Agatha Yap as its VP, marketing, replacing Loh who spent six years with the company. Yap oversees market and brand development, communications, social media and new revenue. She previously spent 13 years with McDonald's in Singapore and China.

Just last week, Scoot expanded its network to include London's Gatwick airport via Bangkok Suvarnabhumi Airport. This marked the airline's first entry into the UK and complements its existing non-stop services operated between Singapore and London Heathrow Airport by Scoot's parent, Singapore Airlines. Meanwhile, in October, it also resumed three-times-weekly non-stop flights between Singapore and Berlin, following Singapore's expansion of its Vaccinated Travel Lanes arrangements.

The SIA Group recently reported a +73.0% year-on-year growth to SG$2,827 million, attributable to improvements in both the passenger and cargo segments. Passenger flown revenue grew by SG$598 million (+385.8%) on the back of the recovery in traffic, partly offset by weaker yields. The Group also recorded an operating loss of SG$619 million for the first half, an improvement of SG$1,244 million (+66.8%) from the SG$1,863 million operating loss in the previous year.

For the half year ended 30 September 2021, the Group reported a net loss of $837 million, an improvement of SG$2,630 million (+75.9%) from the prior year. This was mainly due to better operating performance, and the absence of SG$1,630 million in non-cash items recorded last year largely from the impairment of aircraft assessed to be surplus to requirements.

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Photo courtesy: 123RF

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