Watch: DBS marketing chief on immersive content

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 that's what the brand stands for," she said. 

In today's digital economy, brands need to move fast, and Ngui said banks are no exception. To that end, she emphasised the importance of "immersive" content, rather than interruptive, a model that serve advertising for some decades but that consumers are now steadily rejecting. 

"It's no longer about stopping people in their tracks and saying: 'Yoohoo! Here's my product! You know, two-for-one, sign up now!'" she said. "It's about providing true value."

Innovation is also critical to Ngui's content marketing strategy, using the different content formats to a brand's advantage, but crucially remaining both creative and informative. "It's about storytelling in many different ways," she said, explaining the thinking behind mini series DBS Sparks. 

See all our reports from Campaign360, plus photos and an exclusive Q+A with Sir Martin Sorrell.