DBS' backing helps TBWA win CGU deal

<p>SINGAPORE: On the back of an endorsement from its banking client </p><p>DBS, TBWA has landed contracts with the bank's business partners, CGU </p><p>Insurance and brokerage firm TD Waterhouse, which are expanding in </p><p>Asia. </p><p><BR><BR> </p><p>TBWA pitched against M&C Saatchi and CGU's internationally-aligned shop </p><p>FCB for DBS Bancassurance, a new joint-venture in Southeast Asia to sell </p><p>CGU insurance products in DBS branches. The media brief was won by </p><p>OMD. </p><p><BR><BR> </p><p>Chris Kyme, FCB regional creative director, described TBWA's win as a </p><p>"one off project" and added that FCB continued to handle most of CGU's </p><p>advertising. He said TBWA was probably chosen because the new business </p><p>came under the DBS brand, which meant that the advertising had to follow </p><p>DBS' design guidelines. "It's not a big deal to us, we're not losing any </p><p>sleep over it," he added. </p><p><BR><BR> </p><p>While FCB downplayed the situation, TBWA claimed it was a significant </p><p>win. Johan Fourie, chief executive of TBWA, said the account involved </p><p>ongoing advertising and below-the-line work worth S$2 million </p><p>(US$1.1 million) in the first year. </p><p><BR><BR> </p><p>He said DBS' endorsement was integral to TBWA winning, but added that </p><p>CGU Insurance was funding the campaign, making it the key </p><p>decision-maker. </p><p><BR><BR> </p><p>"A senior CGU marketer came out from the UK and wanted to put an agency </p><p>in place" even though a local marketing team has yet to be appointed, he </p><p>said. </p><p><BR><BR> </p><p>TD Waterhouse has also appointed TBWA to handle the regional advertising </p><p>for DBS TD Waterhouse Direct, a 50-50 joint-venture that launches in </p><p>Hong Kong and Singapore later this year followed by other markets. </p><p><BR><BR> </p><p>TBWA pitched in Hong Kong against M&C Saatchi and Euro RCSG. </p><p><BR><BR> </p>