Vietnam Airlines has postponed its advertising and media review after a row over demands being made by the national flag carrier, which led to international agencies pulling out of the contest.
They objected to the airline's insistence that contenders should pay a deposit. This would be refunded only on the condition that the winning agency performed to the client's satisfaction.
One international agency head branded the stipulation as "ridiculous".
The airline is understood to want a bolder brand identity and to integrate its communications in line with a newly created livery. Advertising is currently handled in-house and by local agencies.
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