Are podcasts the new boardroom? DBS thinks so

DBS is doubling down on long-form content, this time with its top executive taking the lead.

The bank has launched a new podcast series, “Two in a pod”, hosted by group chief executive officer Tan Su Shan, as it looks to deepen engagement through leadership-driven storytelling in a fragmented media landscape.

The series features candid, behind-the-scenes conversations with global business leaders, unpacking how critical decisions are made in moments of volatility and how trust is built when stakes are high.

The first episode sees Tan in conversation with Jane Sun, chief executive officer of Trip.com Group, touching on shifting travel behaviour, the role of AI in reshaping customer propositions, and maintaining trust amid disruption.

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According to a DBS spokesperson when MARKETING-INTERACTIVE reached out, the move builds on the bank’s existing investment in podcasts and vodcasts as a channel for deeper engagement.

“DBS is not new to the podcast space. Over the past years, DBS has leveraged podcasts and vodcasts to deep-dive into different themes from economics to sport, history and scam prevention to offer deeper, more candid conversations that go beyond traditional communications,” the spokesperson said.

These include “Kopi time”, hosted by chief economist Taimur Baig, which focuses on global economic and market insights; “Game on! with Max Maeder”, which blends sport storytelling with leadership lessons; and “Singapore’s firsts”, spotlighting DBS pioneers who helped shape the nation.

The spokesperson added that “Two in a pod” reflects the bank’s belief that leadership and decision-making matter more in periods of uncertainty, positioning the series as a platform to explore how leaders navigate disruption, adopt new technologies and make high-stakes judgement calls away from the public eye.

“'Two in a pod' reflects our belief that in times of heightened uncertainty, leadership and decision-making matter more than ever. It carries candid, long form conversations that unpack how leaders think, decide and build trust when the stakes are high,” the spokesperson said.

The series is available on DBS’ YouTube channel, as well as audio platforms such as Spotify and Apple Music. Full episodes can also be accessed via the bank’s website, with distribution across both video and audio formats aimed at reaching audiences who prefer either visual or on-the-go consumption.

With the launch, DBS joins a growing number of brands leaning into long-form, executive-led content as a way to build trust and authority, shifting from campaign-led messaging towards sustained, conversation-driven engagement. This reflects a broader trend in how organisations are rethinking content strategies, particularly in sectors where credibility, clarity and depth are critical.

In financial services and other B2B industries, podcasts have increasingly been used as a way to translate complex topics into more accessible, conversational content for clients and stakeholders.

In this context, the format is being positioned less as a marketing add-on and more as a core communication channel. Rather than short-form or campaign-led messaging, brands are turning to longer-form, narrative-driven dialogue to unpack technical, market or leadership themes in a more sustained way.

Industry practitioners MARKETING-INTERACTIVE previously spoke with note that the effectiveness of podcasts lies heavily in tone and structure, with the most successful formats designed to feel natural and conversational rather than overly produced. Panel-style discussions, thematic episodes and recurring series are often used to build familiarity and deepen engagement over time.

However, execution remains critical. Clear editorial direction, consistent publishing cadence and a defined audience strategy are seen as essential, particularly given the resources required to build and maintain an audience in the early stages. For many organisations, podcasts therefore sit within a broader mix of content formats rather than replacing existing communications channels.

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