UOB calls time on Leo Burnett Singapore

Leo Burnett's ad to re-launch Lady Card

Leo Burnett’s ad to re-launch Lady Card

United Overseas Bank has parted ways with its creative agency Leo Burnett Singapore.

The news emerges two months after Mumbrella reported that the bank was holding a pitch to select a new agency.

Then, Leo Burnett denied knowledge of the review, but the Publicis Groupe agency confirmed the news this week in a statement from managing director Josh Grace, who said that five years was a “decent” amount of time for an agency to be working with a client given “today’s realities”.

The Australian, who joined Leo Burnett Singapore as MD two years ago from the network’s Sydney office, told Mumbrella: “In the five years that we have been working with UOB, we are happy to have been a part of key launches including the regional re-launch of the UOB lady’s card, and the launch of Privilege Banking that have helped further the growth of the UOB brand.”

“Most would agree that in today’s realities, five years is a decent time frame for a review of the business on both ends, to take stock and evaluate the future of our businesses. We wish UOB and their new creative partner a successful relationship,” he said.

The pitch is being led by UOB’s executive director, head of group retail marketing Wendy Ong, who spent much of her career at DDB Singapore.

The pitch list remains unclear.

A UOB spokesperson told Mumbrella today: “We do not comment on the relationships we have with our vendors and suppliers.”

Among the names initially rumoured to be involved are Saatchi & Saatchi, Publicis Worldwide, DDB, Grey, BBH and Havas Worldwide. But each agency has said that they are not involved; Saatchi & Saatchi and BBH have not responded.

One of the earlier ads Leo Burnett created for UOB Bank was for the Lady’s Card in 2010.


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