It is a truth universally acknowledged that setting up and dealing with your own bank account as a fully-fledged adult is, at best, boring, and at worst, the most stressful ordeal you’ll ever encounter. But when we heard about GXS, a recently launched Singaporean bank that aims to…
A bank advertisement that defies the traditional banking stereotype is the image GXS, one of Singapore's newest banks, aims to project with its latest brand campaign. Lian Ju Han, the chief marketing officer, provides insights into the strategies employed by this challenger brand.