Why DBS's US$18.6B Brand Overhaul Signals Banking's AI Reckoning

DBS Bank has launched a formal Request for Information (RFI) to find a new regional creative agency partner, covering six Asia-Pacific markets: Singapore, China, Hong Kong, India, Indonesia, and Taiwan.

The search marks one of the most significant banking brand reviews in the region in recent years.

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The selected agency will be responsible for overall brand expression, major campaigns, and creative consistency across all six markets.

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Audrey Kuah, Head of Group Marketing and Communications at DBS, said the bank is looking for a partner to reinforce its brand as a "beacon of stability and trust" while advancing next-generation marketing efforts.

The brief explicitly requires the winning agency to demonstrate capability in generative AI and Agentic AI (software that uses artificial intelligence to plan and run tasks independently) as active marketing tools, not just traditional brand-building skills.

DBS CEO Tan Su Shan has described the bank's direction as becoming an "AI-enabled bank with a heart," where technology handles routine tasks and frees employees to focus on client relationships. "AI will eliminate mundane work, freeing employees to better understand clients, display empathy, and build trust," Tan said at Singapore Fintech Festival 2025.

Brand Value and Competitive Stakes

DBS ranked 19th globally in Brand Finance's 2026 Banking 500, with a brand value of US$18.6 billion, up 9% year on year. The bank has held the title of ASEAN's most valuable bank brand for 18 consecutive years.

Singapore's three major banks (DBS, OCBC, and UOB) together hold US$33 billion in combined brand value, with DBS accounting for the dominant share. In this environment, creative differentiation is a direct competitive tool, not a secondary concern.

The winning agency will need to serve a customer base that has grown from 4.9 million in 2009 to over 19 million by 2024, spanning retail customers, wealth clients, small businesses, and large corporations across six distinct markets.

A Structural Shift in How DBS Works With Agencies

This RFI signals a meaningful change in DBS's agency model. Historically, the bank has worked with market-specific agencies for individual campaigns, including Jakarta-based Digital SEA for a 2025 DBS Indonesia credit card campaign. The new search is designed to consolidate that approach under a single regional creative partner.

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The brief reflects DBS's internal "One bank, one brand" principle, which requires marketing efforts across all markets to stay aligned with the same overall brand direction.

Kuah was appointed to her role in January 2025, bringing over 25 years of experience from agencies including J. Walter Thompson, Dentsu, and WPP, as well as financial services roles at Citi, Standard Chartered, and OCBC. Her most recent position was APAC co-CEO of VML and CEO of Wunderman Thompson APAC. Her appointment directly preceded the agency search.

Brand Evolution Points Toward a Third Strategic Phase

DBS has repositioned its brand twice in recent decades. It moved from "Living, Breathing Asia" (introduced 2006) to "Live more, Bank less" (2018), reflecting the rise of digital banking. The 2026 agency search may signal a third phase centered on trust, AI-enabled human relationships, and next-generation brand experiences.

DBS was also named Global Bank of the Year 2025 by The Banker for its AI innovations, adding a technology leadership dimension to its brand narrative that the new creative agency must translate into emotionally resonant campaigns.

The RFI process is currently underway. No appointment has been announced.