DDB beat Saatchi & Saatchi and incumbent McCann-Erickson in a creative shootout. There is a separate media pitch still underway, involving Zenith, OMD, CIA and the incumbent Universal McCann.
DDB will take over the account on November 1 and will service four markets where UOB has a presence - Singapore, Hong Kong, Thailand and Malaysia.
The reviews were called after UOB worked with UK brand consultancy Wolff & Olins on a new positioning, which focuses on the values of openness, thoroughness, pro-active and supportive. Last year, UOB merged with the city's Overseas Union Bank (OUB) and has been phasing out the OUB brand.
DDB has prior experience with the bank. Its Malaysian agency Naga DDB currently handles the UOB account and the network's direct shop Rapp Collins services UOB Asset Management in Singapore.
