How To Make Your Brand A Schizophrenic

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Singapore Airlines' short-haul carrier SilkAir has announced that it is moving its advertising account from J. Walter Thompson (JWT) to DDB.

In SilkAir's statement, the carrier's VP for commercial, Lee Ser Yi, is quoted as saying: "SilkAir would like to take this opportunity to thank JWT and media buying and planning agency Mindshare for their partnership and contribution to the development and growth of the SilkAir brand over the last five years. They have been a dedicated team that was truly passionate about the brand and we wish them all the very best." The statement says DDB will have a two-year contract starting in April.

SilkAir appears to be one of those clients that changes agencies every few years. Prior to JWT they were using Ogilvy.

The problem with changing agencies so often is it means the advertising and brand strategy keeps changing as well, because the new ad agency invariably wants to ditch the strategy the previous agency developed.

Change can be good, but do it too often and you end up with a schizophrenic brand. One year your brand is one thing, and then the next year it takes on a new personality and becomes something completely different. This just confuses consumers and means your advertising counts for nothing over time.

Changing ad agencies every few years is also a sign the client doesn't know what they want.

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