UnionPay and ICBC pick agency for branding, creative and comms duties

UnionPay International (Singapore) and the Industrial and Commercial Bank of China (ICBC Singapore) have appointed integrated branding agency Adwright Communications as their agency partner.

For UnionPay International (Singapore), the agency was picked to be its brand agency. Following the appointment, Adwright Communications will be responsible for providing brand counsel and creative executions across multiple media platforms. This is the second consecutive year that the agency has been appointed. In its first year of appointment, Adwright enabled UnionPay International (Singapore) to garner greater brand awareness among locals, read the press statement. This was through targeted media placement and which helped enhance its brand recall through consistent visuals and messaging.

The move also comes as UnionPay International shifts its business focus to cater to locals and meet the diverse needs of consumers and businesses in Singapore. The statement added that Adwright has the right expertise to localise and increase UnionPay’s brand presence, and to connect better with the local audiences.

Meanwhile, ICBC Singapore has also appointed Adwright Communications as its creative agency for the third year. According to Ye Baoguo, deputy manager, general administration department of ICBC Singapore, the agency had proposed and delivered creatives that fit ICBC Singapore’s key efforts. It also helped applied ICBC’s key brand messages effectively across various bilingual marketing campaigns.

Prior to the re-appointment, the agency was tasked with communicating its RMB Crossborder products and services to all its valued customers. The agency was also responsible for constructing and building consistent brand alignment and communication guidelines to enable cohesive brand speak.