DBS launches creative agency review across Asia-Pacific markets

DBS Bank has launched a review of its creative agency partnerships across six Asia-Pacific markets, as it looks to strengthen brand consistency and marketing effectiveness across the region.

The review, which is currently at the RFI stage, covers Singapore, China, Hong Kong, India, Indonesia and Taiwan. The appointed agency will be responsible for brand expression, leading campaigns and ensuring creative coherence across all markets.

The move forms part of the bank’s wider brand strategy, with a focus on reinforcing its positioning and delivering consistent, high-quality experiences across multiple customer touchpoints.

Audrey Kuah, group head of marketing and communications at DBS, said the review is aligned with the bank’s ambition to position itself as “a beacon of stability and trust”.

“As we strive to create genuine and forward-thinking brand experiences that underscore our identity as a dependable, diversifier, digital, and disruptor bank, we are actively searching for an agency partner,” she said.

“Our goal is to ensure our brand continues to resonate and inspire confidence at every touchpoint.”

Kuah also highlighted the bank’s intention to enhance its marketing capabilities, including expanding the use of generative and agentic artificial intelligence to engage a broad range of audiences, from retail and wealth clients to SMEs, large corporates and employees.