M&C Saatchi Singapore lands Bank of Singapore

M&C Saatchi Singapore has pulled off a nice coup being appointed to the Bank of Singapore business, previously with Y&R.

The objective of Bank of Singapore’s brand and marketing programme is to reach out and tap the vast potential of high net-worth individuals in Asia. The scope of work covers campaigns which will be delivered across various mediums including TV, print, digital, direct marketing and related collaterals.

Bank of Singapore is a wholly owned subsidiary of OCBC Bank. In a short span of three years since its inception, Bank of Singapore has grown rapidly and is now close to doubling its assets under management (AUM) to US46 billion. Its positive growth is a good indicator of the opportunities that abound for Asian-based private banks.

OCBC Bank manages the branding and marketing communications for Bank of Singapore. Said Ms Koh Ching Ching, Head of Group Corporate Communications, “The private banking landscape has changed and what makes it exciting is that the new generation of millionaires are of a different breed. They are younger, entrepreneurial individuals who value knowledge and prefer an intelligent private banking partner who can work beside them to fulfill their wealth aspirations. We wanted an advertising agency with a deep understanding of these changing trends, and felt that M&C Saatchi Singapore fits the bill.”

Said Tanuj Philip (above), CEO of M&C Saatchi Singapore, “With an average of more than a decade of financial services experience across the senior team, we look forward to bringing fresh perspectives and insights to a category that is being redefined.”

Philip was previously Y&R’s group CEO but left the company in 2011 after 14 years.