Royal Brunei Airlines Extends Partnership with Merkle Singapore With 3-Year Exclusive Remit

The incumbent for the past decade, Merkle Singapore will continue the remit for another three years.


  • Dentsu Singapore’s CXM agency, Merkle Singapore, has been reappointed as the exclusive digital marketing agency for Royal Brunei Airlines, following a competitive pitch. As the incumbent for the past decade, Merkle Singapore will now continue the remit for another three years.

    “Merkle Singapore will bring its expertise across a full suite of digital marketing services across email and customer relationship management (CRM), media, search engine optimisation (SEO), app store optimisation (ASO), and data and strategy consultation to support Royal Brunei Airlines in using digital to meet the post-pandemic travel demand and boost its digital revenue,” the agency said in a release.

    Sabirin Hj Abdul Hamid, Chief Executive Officer of Royal Brunei Airlines, added, “It is always essential for Royal Brunei Airlines to team up with a partner with whom we can jointly shape the future to serve our digital-savvy guests better and maintain a leading position in the highly competitive market environment in which we operate.

    We trust that Merkle Singapore will take us to new heights by leveraging the power of digital marketing across several aspects with their advanced digital solutions, coupled with their understanding of our business.”

    Susan Shim, Vice President of Digital, at Royal Brunei Airlines, said, “Throughout our long working relationship with the Merkle Singapore team, they have been a consultative partner every step of the way. As we now see the rising demand for travel and greater adoption of technology, it is more imperative than ever to provide seamless and personalised customer experiences.”

    Sanchit Mendiratta, Managing Director, CXM, dentsu Singapore, and Chief Growth Officer, Merkle Southeast Asia, said, “We’re grateful for the trust and partnership of Royal Brunei Airlines as our longest-standing client. Having helped them build solid data foundations over the past years, this has paved the way for us now to drive data-driven decision-making to optimise their digital marketing efforts and move towards hyper-personalisation. Looking ahead for the next three years, we will strive towards reaching greater targets on digital channels and achieving higher revenue goals for Royal Brunei Airlines.”

    Merkle Singapore has been responsible for developing Royal Brunei Airlines’ first integrated email platform and integrated analytics platform. Despite global travel halts during the pandemic, Merkle Singapore continued to be a close consultation partner focusing on future-proofing Royal Brunei Airlines’ go-to-market customer strategy for post-pandemic travel surge.

    The agency actively managed the airline’s website and email campaigns, and conducted data analysis on airline travel and user journey patterns.


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