Saatchis pipped by TBWA in DBS corporate pitch

<p>SINGAPORE: TBWA has outgunned Saatchi & Saatchi in a creative pitch </p><p>to handle a multi-million dollar corporate campaign for DBS, Singapore's </p><p>largest bank. Saatchis is DBS' other rostered ad agency. </p><p><BR><BR> </p><p>The bank, which recently took over Hong Kong's Dao Heng bank, has voiced </p><p>ambitions to become a "world-class" regional player comparable in </p><p>stature to HSBC. </p><p><BR><BR> </p><p>Charles Newton, DBS managing director of corporate relations, said: "We </p><p>looked at the ideas from both agencies and we liked TBWA's approach. </p><p>We're working with TBWA on this campaign but we've made no commitment to </p><p>go ahead with it. The greatest campaign idea in the world may not be </p><p>executed because of the economic climate." </p><p><BR><BR> </p><p>But it remains committed to regional expansion. Newton added: "Our big </p><p>marketing challenge is building our name and brand recognition </p><p>throughout the region as we put together disparate organisations into a </p><p>single bank." </p><p><BR><BR> </p>