DBS' backing helps TBWA win CGU deal

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.

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