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DBS: The pivotal roles of treasury and finance
DBS and FT Longitude reveal fresh insights into the new era of globalisation
Asian markets often represent a significant growth opportunity for businesses. But many organisations need sharp insights to help them navigate the uncharted waters of FX volatility, new compliance requirements, and the financing of large-scale transformation plans.
Treasury and finance leaders are in many ways the captains steering their organisations through uncharted waters. Their role now extends far beyond balance sheets, as they exert greater strategic influence and chart the course for growth, resilience and transformation.
To support them on this journey, DBS and FT Longitude collaborated to examine how treasury and finance executives were enabling innovation, advancing decarbonisation, and reshaping supply chains. In doing so, DBS provided its clients and prospects with the insights and tools they needed to seize new opportunities and navigate complexity with confidence.
overall impressions
pieces of media coverage
increase in brand consideration
Intelligence
Based on a quantitative survey of 570 senior leaders across nine industries and 15 global markets, we examined how treasury and finance teams are enabling business transformation in a new era of globalisation.
The research benchmarked organisations against four critical areas of change: diversifying revenue streams in Asia, embracing digitalisation, driving decarbonisation, and reconfiguring supply chains.
In addition, our editorial team conducted in-depth interviews with 12 senior executives and thought leaders. Among them were senior decision makers from Lidl & Kaufland Asia, L’Oréal, Carlsberg Group and Haier Group. Representing just some of the influential voices who shared their perspectives for the programme.
Influence
The campaign was a digital-first success and the results demonstrated the scale and impact of DBS’s thought leadership platform, underpinned by rigorous research and compelling storytelling. The campaign achieved 18 million overall impressions and generated 214 pieces of media coverage, extending DBS’s influence far beyond the immediate finance community. Importantly, brand metrics also surged, with a 76% increase in brand consideration — demonstrating measurable commercial impact alongside thought leadership value.
Recognition quickly followed, with the campaign winning multiple B2B marketing awards at The Drum Awards and Marketing-Interactive PR Awards.
These accolades recognised DBS’s ability to combine deep strategic insight with highly engaging formats — from global surveys and executive interviews to multimedia content and a flagship FT Live launch event in Singapore.
For DBS, the success of the Pivotal campaign demonstrated the value of insight-led thought leadership in shaping industry conversation, strengthening brand reputation and reinforcing its position as a market leader. Developed in collaboration with FT Longitude, the campaign combined rigorous research, compelling storytelling and multi-channel activation to deliver both brand impact and long-term commercial value.
Gold
Best PR Campaign
Silver
Brilliant Use of Content
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