Samsonite picks DDB SG for SEA-wide creative duties

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Samsonite has named DDB Group Singapore as its agency for the Southeast Asia market. The agency is tasked to drive awareness of the Samsonite and American Tourister product ranges across all marketing channels throughout the region.

The partnership follows the release of travel restrictions in Singapore and further afield across the region. According to a recent Tourism & Travel Economic Impact Report, Asia Pacific’s travel industry is expected the continue gaining from its lift last year, followed by another year of positive growth in 2024.

Hazlina Dayangku, head of marketing and brand strategy at samsonite SEA said, “With travel restrictions being lifted, we’re looking for a partner who has the capability and agility to scale alongside us. We are very excited to be partnering with DDB on this journey.”

Kicking off the partnership is a large-scale campaign for American Tourister’s new brand concept, set to roll out in the second quarter of 2023. MARKETING-INTERACTIVE has reached out for more information.

Neel Chhaya, managing partner at DDB Group Singapore added, “It is an honour to work on an iconic brand like Samsonite. We look forward to engaging the market with creative work that is truly distinctive for the category.”

The news follows the recent appointment of SiYuan Aw as chief strategy officer of DDB Group Singapore. Aw will work alongside CEO Jeff Cheong to lead the group’s strategic leadership and fuel the delivery of Total Experience (TX) - DDB’s proprietary suite of core consulting practices that helps clients innovate beyond the expectations of a creative agency.

Meanwhile, DDB Asia also recently faced a major change in leadership with the announcement of David Tang leaving the global network. Tang has been CEO of DDB Singapore for 20 years before transitioning the role to Cheong in 2022.

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