SINGAPORE - Maybank, Malaysia's largest financial services group, is reviewing its advertising activity in Singapore as the company searches for a long-term strategic partner to improve its standing in the market.
Maybank was ranked as Malaysia's most valuable brand in an Interbrand survey in November. But in Singapore, the company is perceived an underdog and trails rivals such as DBS, UOB and OCBC.
The client is understood to want to move away from an execution-based approach to advertising and focus more on long-term strategy.
A pitch short-list has yet to be drawn up for the account, which is currently handled by Saatchi Lab.
The review is being handled by R3.
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