CCG.XM Chosen by Singapore Airlines as Global Brand Development Partner.

Business Editors

NEW YORK--(BUSINESS WIRE)--Feb. 22, 2001

CCG.XM, the e-business solutions arm of the Cordiant Communications Group (NYSE: CDA, London: CRI), has won the appointment of online brand consultant to Singapore Airlines (SGPJF). CCG.XM--known as XM--will be responsible for the design, development and maintenance of Singapore Airlines' Web sites worldwide.

The competition to gain the consulting role to Singapore Airlines was hotly contested by major e-services providers. Criteria for selecting finalists included global reach, successful record of assignments of similar complexity, and depth of resources to meet ambitious goals and timelines.

"The key is harnessing technology to express and enrich the Singapore Airlines brand," said Ken Mandel, XM's regional director and the executive who will be chiefly responsible for the program's success. "Singapore Airlines is known worldwide for its very special attention to travelers, and we are excited by the challenge of making sure that the online interaction is as responsive, efficient, and satisfying as every other aspect of the Singapore Air customer experience." Mandel said that, as work on the multifaceted project progresses, he will deploy a growing team of XM professionals in Singapore, Los Angeles, Hong Kong, London, Sydney, and New York--many of whom will be entirely dedicated to the Singapore Airlines account.

XM has 14 offices around the world, including regional hubs in New York, Singapore, London, and Sydney. The company has completed strategic assignments for multinational corporations such as Compaq, Nokia, Cable & Wireless, Pfizer, and Coca-Cola. As part of a global network of communications specialty firms, XM is able to draw on other Cordiant companies, which employ more than 10,000 marketing, branding, and advertising professionals in nearly 80 countries.

Ian Smith, Chairman and CEO of XM and a board member of the Cordiant parent, said that getting the assignment is very gratifying. "We look forward to helping Singapore Airlines extend their exemplary customer service in the air across the entire travel experience, including on the Web."

Together, XM and its client will transform the Singapore Airlines Web sites from pleasing information repositories with modest transactional capabilities to full-fledged interactive experiences. The redesigned global and local country sites--with a new look and feel--will facilitate online sales and customer service transactions, customization of services according to travel class, personalization of content, and multiple modes of access.

Singapore Airlines has discussed significant plans to develop its e-commerce business, and anticipates spending US$425 million over the next three years to ensure that customers receive the highest levels of technology-enhanced services.

Background on Singapore Airlines

Singapore Airlines and its regional subsidiary, SilkAir, have a combined route network of around 90 destinations in 41 countries - serving Asia, Europe, North America, the Middle East, the South West Pacific and Africa from their hub at Singapore Changi Airport.

For the financial year ended 31 March, 2000, SIA's revenue was S$8,202 million and its profit after tax was S$1,164 million. As at 1 September 2000, the SIA group had 21 subsidiaries, covering a range of airline-related services from cargo to catering, and baggage handling to engine overhaul. They include Singapore Airport Terminal Services (SATS) and the SIA Engineering Company.

SIA joined the Star Alliance as part of its globalization strategy and continual commitment to offer customers improved services and benefits including 'seamless' air travel worldwide. It has also acquired stakes in Air New Zealand and in Virgin Atlantic Airways.

Background on CCG.XM

CCG.XM (www.ccgxm.com) is a professional services firm offering solutions in e-business strategy, brand strategy, e-commerce execution, network infrastructure, and implementation--all driven by proven expertise in building profitable relationships with customers and key stakeholders. CCG.XM is a wholly owned subsidiary of Cordiant Communications Group, a top-ten communications services company, with the capacity to leverage the full resources of the parent, including the marketing, advertising, media, and research practices of Bates Worldwide.

CCG.XM has offices in the U.S., the United Kingdom, France, Hong Kong, Denmark, Norway, Finland, Singapore, Dubai, and Australia. Two-thirds of revenues come from outside the U.S. Multinational clients include Compaq, Cisco Systems, Nokia, Visa, Coca-Cola, Cable & Wireless, Unilever, and Hyundai.