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News Commentary

Scoot selects Essence as media agency of record

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Essence

Following a five-month-long pitch process initiated in October 2019, Scoot has appointed Essence as its media agency of record. Essence will provide Scoot media strategy, planning and buying services for its global business, including in Mainland China which makes up a significant part of Scoot’s network.

Scoot, the low-cost arm of Singapore Airlines, merged with Tigerair Singapore in July 2017 and has since grown significantly to become Singapore’s leading low-cost carrier with more than 45% market share and a global network spanning 68 destinations across 16 countries and territories. Scoot has been focusing its efforts on continually improving the customer experience, such as removing payment processing fees from all direct booking channels in September 2019, moving its operations to Singapore Changi Airport Terminal 1 in October 2019, as well as the planned introduction of a brand new Airbus 321neo fleet from the last quarter of 2020, which will provide customers a refreshed flight experience.

Announcing the partnership, Scoot’s Vice President Marketing, Jacqueline Loh, said: “Scoot warmly welcomes Essence who possesses superior platforms and technological tools that will help us improve efficiency and lower operational costs. Throughout the pitch process, Essence consistently demonstrated a knack for proposing innovative solutions to address current gaps, and strength in utilising data-driven insights for analysis and planning. We are confident that Essence will be the right media partner to propel us to the next stage of our growth.

Essence’s Global CEO, Kyoko Matsushita, said: 'Essence’s mission is to make advertising truly valuable to our clients and their audiences. We’re honoured and excited to be working with Scoot who shares our commitment to delivering value and exceptional experiences to consumers. Our team is looking forward to applying our expertise in analytics, data science and technology to further advance Scoot’s rapid growth, in close collaboration with both Scoot and Scoot's creative partner BLK J. Together, we hope to set new standards for how people expect an airline brand to communicate.'

For more on the partnership between Essence and Scoot, read news coverage of the announcement in Campaign Brief Asia and Marketing Interactive.