Ng in TBWA Move to Oversee SIA Creative

By Hicks, Robin

SINGAPORE TBWA\Tequila has hired Saatchi & Saatchi’s Pei Pei Ng to oversee creative for the Singapore Airlines (SIA) account. Ng, will shift to TBWA on 1 October to work on the agency’s first advertising for SIA since winning the business from Batey in July. The former Saatchis regional seniorcreative group head moves shortly before the debut flight of SIA’s new Airbus A380 double-decker jumbo jet from Singapore to Sydney, set for mid-October. SIA is the world’s first airline to acquire a fleet of the A 380s, a boast that is tipped to feature in TBWA’s first campaigns.

Ng is expected to join an integrated team of creatives at TBWAVTequila that will work together on Singapore Airlines and Krisflyer, the airline’s loyalty business.

Since his arrival in January, agency ECD Graham Kelly has been reorganising the creative department so that creatives from all disciplines work on one floor. “We are making positive steps towards integration,” said Kelly, who is also creative integrator, Asia. “We don’t want creatives doing just one part oft he campaign – we want them talking and sharing ideas.

“What is key for the SIA account is great craft and art direction, and Pei Pei has proved herself with a heritage of great work across a number of disciplines.”

Ng…joining integrated team

Copyright Haymarket Business Publications Ltd. Aug 24, 2007

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