Maybank Singapore picks new PR agency

Maybank Singapore has appointed Ampersand Advisory Singapore to handle PR duties, MARKETING-INTERACTIVE understands.

The move follows a PR pitch conducted earlier this year. The scope is understood to cover media management, PR strategy, and crisis communications.

MARKETING-INTERACTIVE has reached out for more. 

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The appointment coincides with a recent surge in the bank’s PR initiatives.

In September, it hosted "The Kindness Market" at Singapore Expo Hall 2B for Global CR Day, supporting 2,000 seniors and families with SG$100 worth of essentials, guided by 1,500 Maybank volunteers acting as personal shoppers and senior befrienders. The initiative drew social media attention, prompting the bank to release a follow-up video that reinforced authenticity while highlighting stories of inclusion, ageing, and community connection.

In addition, the bank has been strengthening its brand and corporate positioning with a full-wrap corporate bus fleet for its 65th anniversary. In a previous conversation with MARKETING-INTERACTIVE, Annie Lee, head of country corporate office at Maybank Singapore said the brand campaign focuses on the bank's commitment to client-centricity and its promise to deliver reliable services and expertise for its clients.

Maybank Singapore adds to Ampersand Advisory's list of growing clients. In Malaysia, the agency has worked with notable brands including Etika, delivering award-winning campaigns such as "Goodday Kidstart 2.0," as well as AI-driven projects for Mead Johnson and branding work for Coway Malaysia.

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