UOB consolidates regional media buying duties with Mindshare

United Overseas Bank (UOB) has appointed Mindshare as its agency of record for Asia, including Singapore, Southeast Asia and Greater China. Mindshare’s remit, which will be effective from 1 April 2019, will cover all planning and buying across traditional, outdoor, social and digital media channels. Gan Ai Im, managing director and head of group brand, UOB, said, “Consolidation into a single agency network will enable us to drive better integrated marketing efforts for UOB across Singapore and the region and to continue building on our position as ASEAN’s fastest growing brand. Mindshare demonstrated a good understanding of the financial sector and our business and of how their expertise in media and technology could help strengthen the UOB brand across the region.” Melissa Tang, managing director, Mindshare Singapore, said, “We are obviously delighted to have the opportunity to work with UOB. We see great potential for what is already an incredible brand and company. We look forward to collaborating with UOB to bring their powerful proposition to people and businesses across Asia.”