DBS Bank's media account up for grabs

Singapore-based DBS Bank which has operations in multiple markets across Asia has called for a media pitch.DBS Bank currently has a presence in markets such as Australia, Singapore, Hong Kong, China, Indonesia, India and Taiwan.  Marketing understands that the media pitch covers both the DBS and POSB brands.Havas Media is the incumbent on both these accounts and has held the account since January 2009. The pitch is managed by marketing consultant TrinityP3.DBS has confirmed the pitch to Marketing. Late last year, DBS launched a SG$25 million regional brand campaign  titled Igniting Possibilities, Sparking Joy”. The campaign was aimed at showing the bank’s growing leadership position and its purposeful role in the communities it is present in.Meanwhile, POSB, one of Singapore’s largest and oldest people’s banks under the DBS umbrella also made a major content push with the launch of a new content platform called NeighboursFirst.sg. The move came as the bank wanted to be relevant to younger generations, after being perceived as a bank for the older generations.Both the media executions for the campaigns were handled by Havas Media.Recently, DBS also established a SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia.