UnionPay International has put its creative up for review, spanning across 10 ASEAN markets. These include Singapore, Malaysia, Brunei, Indonesia, Thailand, Vietnam, Cambodia, Laos, Myanmar and the Philippines, Marketing understands.
The incumbent for the creative account is MullenLowe Group Singapore which was appointed following a five-way pitch in June last year. The partnership with MullenLowe Group in Singapore, through hyperbundling MullenLowe Singapore and MullenLowe Mediahub, was a setup for driving growth and brand leadership in the region.
UnionPay International currently serves holders of more than seven billion cards across 168 countries. Recently it ramped up its offerings by expanding its services to more markets such as Malaysia, Australia, China, Hong Kong, Japan, South Korea and Thailand. UnionPay partnered with NETS, allowing consumers to use NETSPay app for e-payments while traveling overseas. The NETSPay app also comes with a new wallet feature enabling contactless payments at close to 12 million UnionPay QuickPass contactless acceptance points.
In China, the company works with Havas Group China for media duties. The global communication group will be responsible for raising UnionPay International’s brand profile and awareness as well as expanding the financial services corporation’s international positioning, with a focus on building meaningful connections with the brand’s consumers.