DBS Bank has launched a creative agency review across Asia-Pacific.
The bank is currently conducting a Request for Information (RFI) process, with the appointed agency expected to oversee brand expression, marquee campaigns, and creative coherence.
The remit spans key Asian markets including Singapore, China, Hong Kong, India, Indonesia, and Taiwan.
Audrey Kuah, head of group marketing and communications at DBS Bank, said the review is tied to the bank's broader brand ambitions to be "a beacon of stability and trust."
"As we strive to create genuine and forward-thinking brand experiences that underscore our identity as a dependable, diversifier, digital, and disruptor bank, we are actively searching for an agency partner," Kuah said in a statement to Campaign Asia-Pacific.
"Our goal is to ensure our brand continues to resonate and inspire confidence at every touchpoint," she added.
In addition, Kuah said the bank is seeking to strengthen its marketing initiatives and advance the use of generative and agentic AI to engage retail customers, wealth clients, SMEs, large corporations, and employees.
The pitch follows Audrey Kuah's appointment as group marketing and communications head on January 2, 2026. Kuah joined from VML, where she served as APAC co-CEO from January 2024 to February 2025. In her role, Kuah will oversee DBS's business and performance marketing, external and internal communications, brand, and enterprise-wide content.
Kuah's appointment comes after longtime DBS veteran Karen Ngui stepped down from her role as managing director and head of group strategic marketing and communications. Ngui, a founding member of Campaign Asia-Pacific’s Power List since 2018, left the role in January to focus on the bank's social impact initiatives.
DBS has previously worked with several agencies for its campaigns, including indie shop The Secret Little Agency and Jakarta-based former IPG-affiliate agency Digital SEA.
Source: Campaign Asia-Pacific
