Maybank Singapore hands creative account to Leo Burnett

Maybank, one of Asia’s leading bank groups, has selected Leo Burnett Singapore as its new creative agency of record. The appointment is the first for Maybank as it formally engages a creative agency of record in Singapore.

Marketing understands previously the bank worked with the likes of BlakLabs and other agencies on project basis and will continue doing so in the future. The appointment comes following a pitch which was called in May this year with close to six agencies vying for the account.

With the new two year appointment, Leo Burnett will be responsible for leading Maybank’s creative communications in Singapore, including an upcoming 360-degree integrated brand communication campaign, which aims to drive top-of-mind awareness and challenge the public’s perception of the Maybank brand.

“We are excited to propel the brand forward with a partner like Leo Burnett. They have not only set themselves apart from the other agencies with their clear understanding of our business, but have also shown that they are able to carry this clarity of thought through to a campaign idea which we believe will enable us to connect with our customers in Singapore,” said Allen Ng, deputy CEO, Maybank Singapore.

“Maybank is a leading and transformative brand that is constantly evolving its portfolio of financial solutions to meet its customers’ needs. We are truly honoured to be appointed their creative agency of record,” said Serene Koh, GM of Leo Burnett Singapore.

Lou Dela Pena, CEO, Publicis Communications Singapore said, “This is a massive win for Koh and the Leo Burnett team, and a sign of things to come as the agency continues to transform itself by plugging into the power of the Publicis Communications network.”