Campaign details
Brand: United Overseas Bank (UOB)Brand owner: United Overseas Bank (UOB)Lead agency: BBH Asia Pacific, ZenithCountry: SingaporeIndustries: BanksMedia channels: Other & ambient media, TelevisionBudget: 10 - 20 million
Executive Summary
In May 2014, the world's financial press was mooting Singapore to "outstrip Switzerland as the world's wealth management centre"1. In doing so, they set off a land-grab amongst that silver sliver of the financial services industry that provides investment advice to the world's richest people: Private banking.
Whilst global and local private banks were well...