DBS Indonesia hands Terracotta digital duties

Banking and financial services group DBS has appointed Terracotta, a subsidiary of digital marketing agency REDcomm, as its new digital agency in Indonesia. The latest appointment is for one year until June 2022 and follows a pitch that was held in Jakarta on 18 April. Terracotta MD, Rachelle Raymundo, said that it got appointed because DBS felt the agency was able to translate the bank's “Live More, Bank Less” tagline in the creatives.

Terracotta will be supporting DBS in bringing the bank’s strategic and purposeful vision of being the “Best Bank for a Better World” to fruition, and collaborate with DBS in creating a digital ecosystem that will upgrade the bank’s business through attribution and conversion; from efforts on its digital assets.

In addition, Terracotta will be responsible for delivering social media strategies, management, and responses, as well as managing and maintaining the bank’s content for the marketing page and microsite, ads development and media management.

Terracotta will also utilise REDComm’s recently launched intellectual property, RED Miles, a machine learning and artificial intelligence technology that can detect and classify formulas and variables that will strengthen the effectiveness of all digital creative outputs for DBS.

Raymundo added that the agency finds DBS’s purpose very meaningful. ‘“We are proud to be their partner and a part of such a profound mission to be the “Best Bank for a Better World” and hope to contribute as much as we can and beyond as their partners,” she added.

Terracotta has previously managed numerous accounts from eCommerce, skincare line to banking institutions, with responsibilities from managing clients owned assets, digital campaigns and media with full implementation of KPI data automation, to monitoring across all digital platforms.

The appointment comes months after DBS named ADNA its creative agency in Indonesia. DBS Indonesia's spokesperson told MARKETING-INTERACTIVE previously that ADNA understood the business very well. In terms of ideation and creatives, it brought "solid creative output backed by strong quantitative research" with analysis of the category, brand, audience, as well as current ads testing to identify its uniqueness, appeal and reliability.

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