UnionPay picks agency to handle work across 10 ASEAN markets

Following a five-way pitch, UnionPay International has appointed MullenLowe Group Singapore as its agency for advertising, digital marketing and media planning and buying duties across 10 ASEAN markets. The agency will handle ad duties for all of UnionPay's payment products across Singapore, Malaysia, Brunei, Indonesia, Thailand, Vietnam, Cambodia, Laos, Myanmar and the Philippines.UnionPay International currently serves holders of more than 7 billion cards across 168 countries. The partnership with MullenLowe Group in Singapore, through hyperbundling MullenLowe Singapore and MullenLowe Mediahub, is a setup for driving growth and brand leadership in the region.Vincent Ling, deputy general manager of UnionPay International Southeast Asia, said: “UnionPay International has grown enormously to become a world-leading global payments brand. With such rapid expansion in a diverse region such as ASEAN, we were looking for an agency partner that could bring the right combination of capability, creativity and talent together to deliver on an ambitious brief."He added that throughout the pitch process, MullenLowe Group Singapore’s hyperbundled approach and offering assured the company that it was a right fit.Vincent Digonnet, CEO, MullenLowe Group Asia Pacific said, “The win vindicates any doubt that a hyperbundled approach is the way forward for the Group.  It gives us the agility and speed to actively manage change for our clients as opposed to merely react to it. I feel extremely privileged to be working with UnionPay International and be given the opportunity to partner in their growth across ASEAN.”