OCBC has confirmed that it is inviting a mix of network agencies as well as local independent firms to be part of the pitch process. This follows earlier reports which mentioned that the bank is speaking to several creative agencies across Singapore ahead of its official creative pitch launching.
Ogilvy & Mather along with local players such as The Secret Little Agency and Govt are also involved, Marketing understands.
Kelvin Wong, VP, group corporate communications, OCBC Bank said with the proliferation of new marketing trends and developments in recent years, OCBC felt it would be timely to call for a creative agency pitch to explore new ideas that can further elevate OCBC’s brand presence.
"We invited a mix of network agencies and local independent agencies earlier this month to participate in this pitch and are in the process of evaluating them. In our search for a new creative agency, we are looking for one that understands our brand values and objectives, helping us further strengthen the OCBC brand,"Wong said.
The incumbent on the account is currently McCann Singapore, Marketing understands from sources that it will not be pitching for the account. The partnership has been for five years since July 2011. When asked if the agency would be restructuring to adjust to the account loss, the agency said:
“Discussions are taking place with OCBC team members. McCann remains the creative partner of OCBC until the end of the year, so there will be few immediate changes. We are working to transition people to other parts of the business, where possible.”
The spokesperson from McCann also added: “Rob Doswell remains within McCann Worldgroup."
In an earlier report, Koh Ching Ching, head of group corporate communications, OCBC Bank said with the proliferation of new marketing trends and developments in recent years, the bank felt it would be timely to call for a creative agency pitch to explore new ideas that can further elevate OCBC’s brand presence.
“We are grateful for the dedication, creative insights and strong support that McCann Worldgroup (Singapore), have given us. Our partnership with McCann over the years has helped to raise the profile of our brand, and most recently, we developed a new brand and advertising grid that has been positively received for being simple, yet aspirational and effective, in its execution,” Koh said.