Samsonite Appoints DDB Group Singapore to Creative Duties in Southeast Asia

The agency is tasked with driving awareness of the travel brand’s product range in the region.

Image via Samsonite

DDB Group Singapore has been selected as Samsonite’s creative agency of record for Southeast Asia. The agency is tasked to drive awareness of the Samsonite and American Tourister product ranges across all marketing channels throughout the region, it announced today.

The partnership follows the release of travel restrictions in Singapore and further afield across the region. According to a recent Tourism & Travel Economic Impact Report, Asia-Pacific’s travel industry is expected the continue gaining from its lift last year, followed by another year of positive growth in 2024.

“With travel restrictions being lifted, we’re looking for a partner who has the capability and agility to scale alongside us,” said Hazlina Dayangku, Head of Marketing and Brand Strategy at Samsonite SEA.


“We are very excited to be partnering with DDB on this journey.”

Kicking off the partnership is a large-scale campaign for American Tourister’s new brand concept, set to roll out in the second quarter of 2023.

Neel Chhaya, Managing Partner at DDB Group Singapore, added “It is an honour to work on an iconic brand like Samsonite. We look forward to engaging the market with creative work that is truly distinctive for the category.”

The news follows the recent appointment of SiYuan Aw as Chief Strategy Officer of DDB Group Singapore. SiYuan will work alongside CEO Jeff Cheong to lead the group’s strategic leadership and fuel the delivery of Total Experience (TX) – DDB’s proprietary suite of core consulting practices that helps clients innovate beyond the expectations of a creative agency.


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