Faaez Samadi
Mar 14, 2019

Watch: DBS marketing chief on immersive content

Karen Ngui sat down with us at Campaign360 to discuss the value of long-term brand building and the importance of being innovative.

Karen Ngui sat down with us at Campaign360 to discuss the value of long-term brand building and the importance of being innovative.

Branding goes far beyond messaging and communications today. It's the entire proposition that consumers are buying into, according to Karen Ngui, managing director and group head of marketing and communications at DBS Bank. 

In this interview, recorded at this year's Campaign360 conference in Singapore, Ngui said DBS' success encompasses its branding, but also its products, its experiences and the trust it has built up over time. Put that all together in totality, and...

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