OCBC Bank Singapore has appointed Thu Nguyen as its vice president, youth segment marketing. She reports to Genevieve Gay, head of youth segment, advertising and brand (CFS) at OCBC Bank. She will also be part of the team which handles FRANK, OCBC’s sub-brand which caters to its youth market.
OCBC declined to comment on the appointment. Nguyen was previously with the Singapore Economic Development Board (EDB) for over six years where she kick-started her career, with her most recent role being head, marketing and communications.
Prior to that, she was assistant head, brand and channel marketing, marketing and communications at EDB. In that role, she was responsible for brand strategy, content partnerships and brand advocacy. Nguyen also led an engineering campaign targeted at ITE, polytechnic and university students enrolled in engineering courses to join the science, technology and engineering sectors.
Nguyen also worked with engineering companies such as ExxonMobil, Singapore Technologies Engineering and Micron to produce creative assets for social media and media partnerships with websites such as Mothership, Vulcan Post and Tech in Asia. Before her promotion to assistant head, Nguyen was senior officer, brand and channel marketing, marketing and communications at EDB.
The bank currently works We Are Social as its digital marketing agency following an appointment in February this year. Before that it worked with Isobar for its FRANK business, an appointment which was made in 2015 following a pitch.
Last year, the bank appointed GOVT as its creative agency for one year. The account saw a mix of agencies from local and international firms vying for the account. The shortlist agencies included local players such as The Secret Little Agency and Ogilvy & Mather. Before that, the bank worked with McCann Singapore for five years.