MullenLowe Group Singapore has been awarded the advertising account for UnionPay International following a five-way pitch.
The agency will handle creative and media buying and planning across ten Asia markets, Singapore, Malaysia, Brunei, Indonesia, Thailand, Vietnam, Cambodia, Laos, Myanmar, and the Philippines.
It said its “hyperbundled” approach, which saw MullenLowe Singapore collaborate with MullenLowe Mediahub, was instrumental in securing the account.
It removed “any doubt” that it was the right approach, senior executives said.
MullenLowe Group Southeast Asia chief executive, Paul Soon, said: “We’ve built a well-connected network to provide strong on-ground implementation capabilities and local insights which are critical for this vastly diverse region.
“In addition, we have recently strengthened our media planning and buying capability in the region through MullenLowe Mediahub, our fast growing, creatively driven global media entity which gives our clients the added value of a greater understanding of media channels, consumer behaviour and enhancement of ideas and messages using media context.”
The agency’s Asia Pacific chief executive Vincent Digonnet said it showed that “hyperbundling” was the right approach.
“The win vindicates….that a hyperbundled approach is the way forward for the Group,” he said. “It gives us the agility and speed to actively manage change for our clients as opposed to merely react to it.”