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DBS hires new VP of marketing for consumer banking

DBS hires new VP of marketing for consumer banking

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Ng Yihang has taken on a new role with DBS as VP marketing of consumer banking. Ng was previously head of marketing and communications at The Learning Lab. As the head of the marketing department at The Learning Lab, he spearheaded the company’s branding, customer acquisition, and communications efforts.

Before joining The Learning Lab, Ng (pictured) held roles in marketing and strategic projects with ecommerce retailer, Zalora. Earlier in his career, Ng served as an Intelligence Officer with the Singapore Armed Forces for several years.

Most recently DBS also made a big splash with its latest regional campaign that reflects its belief that, by behaving more like a startup, more like a techie, more like an eco-warrior, and less like a "traditional bank, it can be a bank for the times. The brand campaign which comes four years after its “Live more, Bank less” positioning, builds on what DBS wants to stand for and aims to defy the status quo of what being a bank means.

The campaign, which will be rolling out across six markets in Asia, namely Singapore, China, Hong Kong, India, Indonesia and Taiwan over the next two months, showcases DBS' commitment to becoming more like a forward looking tech company offering financial services. Done together with Tribal Worldwide Singapore, the campaign will run largely on digital, social and OOH platforms. 

Related articles:
DBS pushes regional brand campaign to continue defying what being a bank means
DBS uses unconventional video approach to apologise and update consumers around disruption

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