By Debbie CaiSingapore - Marketing Weekly has learnt that six-month-old start-up The Alchemy Partnership was involved in the recently concluded first phase of United Overseas Bank’s (UOB) creative review in Singapore. Other shops that presented their credentials are believed to be BBDO, Saatchi & Saatchi and Euro RSCG. The incumbent DDB was not required to present.
“We are flattered that an iconic bank such as UOB should even look at The Alchemy Partnership -- it’s the sort of opportunity that hungry and ambitious start-ups -- with the right credentials -- need more of,” said Michael Liew, Executive Partner and COO at The Alchemy Partnership. Liew attributed this to the agency’s “progress with current clients in a short span of time” and the fact that its operating partners have worked on “practically every prominent financial brand here, local or foreign”.
Liew added that Alchemy was “hopeful” to have made “enough of an impression” on the client to get into the actual pitch process in the next round. The agency has plans to form an alliance with the Lowe Group if selected for the next round so as to be “operationally ready to take on regional, in-market account handling responsibilities, if required,” according to Liew.
“If we get to the pitch, we’ll give it our best shot and then some; if we don’t, it’s OK -- after all, we are the underdogs given the established international names that were also invited,” said Liew.
UOB declined to comment.
