Maybank appoints Hashtag Interactive as social agency

Maybank Singapore has added another agency to its roster with the appointment of Hashtag Interactive for social media

The agency will be tasked with managing the bank’s social media platforms, content and design development, microsite building and digital media planning.

The bank also works with Leo Burnett and Initiative for creative and media buying duties respectively.

The announcement:

Maybank Singapore is a Qualifying Full Bank (QFB) in Singapore and is one of Maybank Group’s biggest overseas operations. It has been identified by the Monetary Authority of Singapore as one of the domestic systemically important banks among seven major local and foreign banks that are deemed to have a significant impact on the country’s financial system and the broader economy.

Hashtag Interactive aims to bring Maybank Singapore’s digital presence to greater heights by establishing the brand’s key message to the audience: Humanising Financial Services. In line with this, the strategy includes crafting content that resonates with Maybank’s image and engages the target market to grow closer to the brand. To further maximise reach, the agency also plans to diversify content into more interactive formats and personalised posts for specific customer personas.

Aside from Maybank Singapore, Hashtag Interactive has collaborated with various brands and corporations such as AXA, Civil Aviation Authority of Singapore. Coty, Danone, Food Republic, M1 and Ministry of the Environment and Water Resources.


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