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