The bank, which had assigned Euro RSCG as its agency last year, initiated discussions with some high-profile international agencies that currently do not have a banking client in March 2010.
The pitch was conducted in several phases and shortlisted agencies were evaluated on attributes such as strategic thinking skills, account servicing capabilities and most of all creativity. The final selection was done by a panel of senior DBS executives, led by its group CEO Piyush Gupta.
Karen Ngui, managing director and head of group strategic marketing and communications at DBS Bank, said, "The Asia growth story offers opportunities aplenty for all of us at DBS. As we expand our footprint in the region, it is crucial that we do marketing and build brand preference in a more impactful and engaging manner."
Ngui added, "Tribal DDB partners with us at an exciting time and we believe that DBS is well placed to define its position as a leading Asian bank, known for doing banking the Asian way."
Jeff Cheong, Tribal DDB’s regional Asia head for DBS, responded, “We are very excited about the work for DBS ahead. This has been a highly professional and rigorously managed pitch process which brings out the best from us. We are confident that, together with DBS, we can reinforce the bank’s brand positioning in a resurgent Asia.”
Jeff Cheong, Tribal DDB’s regional Asia head for DBS, responded, “We are very excited about the work for DBS ahead. This has been a highly professional and rigorously managed pitch process which brings out the best from us. We are confident that, together with DBS, we can reinforce the bank’s brand positioning in a resurgent Asia.”
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