DBS moves creative chunk from DDB to The Secret Little Agency

POSB Bank has handed The Secret Little Agency creative leadership following a review.

The DBS-owned brand previously worked with a panel of agencies, but appointed the Singaporean independent shop as its lead agency after a period of project work for the parent company.

Meanwhile, DBS has also awarded TSLA the creative remits of its PayLah! and Live Fresh brands, moving the accounts away from its agency-of-record DDB.

Last year, ahead of its appointment to the agency roster, the agency was tasked with plugging the DBS Multiplier Account, which used the rapid multiplication of bunnies to illustrate how the account can make users more money.

Most recently, TSLA, which is also the agency-of-record for Singapore’s Economic Development Board and Mandai Park Development, organised a one-day only comedy show for the bank, which included a branded stand-up comedy session called ‘DBS Presents The Funny Money’.

Commenting to Mumbrella, a DBS spokesman said: “We believe best ideas are developed by adopting a collaborative approach, and hence work with a panel of creative agencies for various initiatives, both on a retainer and project basis. We will continue to leverage on the strengths of different agencies depending on the nature of the campaign/ project.”

TSLA was unable to comment at the time of publication.

DDB was appointed as the creative agency-of-record for DBS in Singapore and Hong Kong in 2010. However, over time, the bank has used a panel of agencies, appointing R/GA to its branding account in 2014, and later Water’s Edge, plus now the addition of TSLA.

DDB is understood to be still involved with the bank.


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