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