Maybank Singapore calls for social media pitch

Maybank Singapore has launched a social media pitch, calling for an agency partner to manage its social media presence and content creation for a period of one year, MARKETING-INTERACTIVE understands.

The remit covers social media management and content development across the bank’s key platforms, as it looks to sharpen its digital engagement with consumers in an increasingly competitive financial services landscape.

The bank is seeking a partner who can bring fresh, innovative ideas and strong execution capabilities, while helping it articulate its brand in line with its "ROAR30" ambition and its purpose of "Humanising financial services".

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The review signals Maybank Singapore’s intent to align its social media output more closely with its long-term brand and business goals, and to ensure consistency in how its propositions are communicated across channels.

In a statement to MARKETING-INTERACTIVE, Annie Lee, head of country corporate office, Maybank Singapore, said the search for a new social media partner is part of the bank’s "ongoing commitment to continuous improvement and regular review cycles."

"We believe it is important to periodically reassess and refresh our perspectives, capabilities as well as partnerships so that we remain relevant in an increasingly dynamic, digital-first landscape," said Lee.

"This exercise is ultimately about strengthening how we engage and communicate with our clients and the wider Singapore audience. We aim to do so with greater precision, clarity, relevance and empathy, bringing ‘Served your way’ to life consistently across every interaction," she added, referencing the bank’s customer promise.

MARKETING-INTERACTIVE understands that That Marketing Guy is the incumbent agency on the social media mandate. 

The social media review comes on the back of changes in Maybank Singapore’s PR arrangements. Following a PR pitch conducted earlier in 2025, the bank appointed Ampersand Advisory to handle its PR duties in Singapore. The scope of that appointment covers media management, PR strategy and crisis communications, reflecting Maybank's focus on strengthening not only its paid and owned channels, but also its earned media presence. 

The appointment of Ampersand Advisory coincided with a recent increase in Maybank Singapore's PR and brand-building initiatives. Among these were "The Kindness Market" held in September 2025 as well as the launch of its Maybank XL card.

“The Kindness Market” showcased the bank’s community-focused, purpose-led positioning and provided a platform to bring its “Humanising Financial Services” purpose to life through on-ground activation and storytelling.

Meanwhile, the launch of the Maybank XL card featured a first-of-its-kind collaboration with American Tourister, turning a product launch into a statement about adventure and everyday rewards. The collaboration was later amplified through media seeding to more than 30 lifestyle creators, featuring curated items, exclusive deals and experiences, and highlighting how smart spending can go hand in hand with style and exploration.

Maybank Singapore is also not alone in reviewing its agency roster. Earlier this month, DBS Bank kicked off a search for a creative agency partner to support its next phase of brand and marketing transformation across the region.

The cluster of reviews suggests that major banks are actively re-evaluating their creative, PR and social partners as they adapt to shifting consumer behaviour, a more digital-first environment, and rising expectations around personalised, always-on engagement.

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