Maybank Singapore wraps social media pitch

Maybank Singapore has appointed We Are Social as its social media agency of record following a competitive pitch process.

The appointment comes after the bank launched a social media pitch in April, seeking an agency partner to manage its social media presence and content creation for one year.

The remit covers social media management and content development across the bank’s key platforms, with the appointment aimed at strengthening how Maybank Singapore engages customers and stakeholders across digital and social channels.

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In a statement to MARKETING-INTERACTIVE, Annie Lee, head of country corporate office, Maybank Singapore, said the appointment supports the bank's ongoing efforts to strengthen how it engages customers and stakeholders across digital and social media platforms.

It is also in line with the bank's brand platform "Served your way" and its purpose of humanising financial services.  

“We look forward to working with We Are Social to support our communications and content initiatives as we continue to deliver relevant and meaningful engagement for our customers and communities,” she added.

We Are Social said the partnership will focus on bringing Maybank Singapore’s positioning to life through social content and ideas designed around how audiences consume and interact with content today.

“We are proud to partner with Maybank Singapore as its social media agency of record. Maybank’s commitment to humanising financial services and its 'Served your way' ambition provides a strong foundation as we look to make one of ASEAN’s biggest financial brands feel more human, relevant and alive on social,” said the agency.

“Across social, we’re excited to turn that ambition into ideas built for the way people actually scroll, connect and share today. Thank you Maybank Singapore for the appointment,” it added.

The appointment comes as financial services brands continue to compete for attention across increasingly fragmented digital channels, with social media playing a growing role in how banks communicate their products, propositions and broader brand purpose.

The appointment also comes as banks in Singapore continue to review their agency rosters amid evolving brand and marketing needs. Earlier in August, Standard Chartered called for a global integrated agency pitch, with the remit spanning creative and media.

In April, DBS kicked off a regional creative agency search, seeking a partner to support its brand expression, marquee campaigns and marketing transformation across key markets including Singapore, China, Hong Kong, India, Indonesia and Taiwan.

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