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MullenLowe Group bags UnionPay International account

Following a five-way pitch, UnionPay International has appointed MullenLowe Group Singapore as its partner agency of record for advertising, digital marketing and media planning and buying for all their payment products across ten ASEAN markets: Singapore, Malaysia, Brunei, Indonesia, Thailand, Vietnam, Cambodia, Laos, Myanmar, and the Philippines.

Embracing the challenges of globalisation, UnionPay International has developed rapidly as an international payment brand. The partnership with MullenLowe Group in Singapore, through hyperbundling MullenLowe Singapore and MullenLowe Mediahub, is a well-planned setup for driving growth and brand leadership in the region. UnionPay International currently serves holders of more than 7 billion cards who enjoy a secure, convenient and preferential payment service across 168 countries.

Paul Soon, CEO, MullenLowe Group Southeast Asia said, “The MullenLowe Group family is extremely happy to be recognised by UnionPay International not only for our strategic, creative and media abilities, but also for our hyperbundled offering in ASEAN. 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. We look forward to partnering with UPI to further establish their brand presence and stamp greater dominance in markets that we are looking to win in,” he continued.

Vincent Ling, Deputy General Manager, UnionPay International South East Asia commented on the value UnionPay International sees in the agency’s unique offering.“UnionPay International has grown enormously to become a world-leading global payments brand. With such rapid expansion in a diverse region such as ASEAN, we were looking for an agency partner that could bring the right combination of capability, creativity and talent together to deliver on an ambitious brief. Throughout the pitch process, MullenLowe Group Singapore’s unique hyperbundled approach and offering assured us that they had this exact combination and we look forward to working with them.”

Commenting on the win, Vincent Digonnet, CEO, MullenLowe Group Asia Pacific said, “The win vindicates any doubt that a hyperbundled approach is the way forward for the Group. It gives us the agility and speed to actively manage change for our clients as opposed to merely react to it. I feel extremely privileged to be working with UnionPay International and be given the opportunity to partner in their growth across ASEAN.”

The appointment is effective immediately.