Sources have noted that regional capabilities will play a key role as the review has reportedly been expanded to include Singapore and Malaysia, with the banking group preparing to beef up its brand profile in the latter market.
"In the interest of agencies that may (be) pitching for the job, we prefer to keep the list confidential for now," said OCBC head of group corporate communications, Koh Ching Ching.
"After five years of working with Batey, we want to explore means of refreshing our advertising. Batey will be invited to join in the pitch as well. There is still a good chance that it will continue to be our agency for 2006 if its pitch turns out to be the best."
Koh noted that Batey had played a key role in developing the bank's 'Ask OCBC' positioning, illustrated in its recent 'Wealth management' campaign (Media, August 12).
"It would be a real blue-chip account, given its very strong local profile," noted an industry source. "It's not like you're handling a local branch of a foreign company. It is a strong local brand, one with ambitions in the region."
Batey on notice as OCBC calls for creative review
Four agencies, believed to include Leo Burnett, Euro RSCG and Grey Global Group, have been invited to take part in OCBC Bank's creative review, alongside incumbent Batey Red Cell, which has held the business since 2000.