Asia Digital Bank

Asia Digital Bank is a wholly-owned subsidiary of Asia Pacific Investment Bank, based in the Labuan International Business and Financial Centre — both entities Labuan-licensed digital banks serving individual and corporate clients across investment banking, wealth management, asset management and digital financial services. Asia Digital Bank’s own platform, ABank, handles cross-border payments and settlements across major currencies through its Super Wallet app.

A new bank with no public profile is a hard story to tell. A new bank in a specialised offshore-adjacent category is harder still. Asia Digital Bank’s Labuan structure and multi-currency focus are genuine advantages, but they are not familiar to mainstream audiences — and unfamiliar financial propositions attract assumptions. The task was to explain a regulated international financial framework clearly enough for business media to cover it accurately, without drifting into jargon, promotional language, or the misreading that Labuan means unregulated. That balance — precise, accessible, and unmistakably regulated — has governed the relationship since it began in 2019.

We built and run a sustained publicity programme that translates a technical banking proposition into stories business, finance and mainstream desks can actually use — planning, drafting, pitching, following up, and reporting on what lands.

Regional, not just Malaysian. The bank’s relevance extends well past Malaysia, so outreach runs across Malaysian mainstream and business media, regional financial publications, Chinese-language media and business communities, and corporate news platforms. That places Asia Digital Bank inside wider conversations about cross-border finance, digital banking and economic cooperation across Asia, rather than in a single national news cycle.

Credibility through ambassadorship. Asia Pacific Investment Bank and Asia Digital Bank appointed Malaysian news anchor Ong Ching Yee as Brand Ambassador. We handled the publicity around the appointment and wove it through the wider programme — giving a technical institution a recognisable, trusted public face without softening its professional positioning. The same programme carries the ABank Super Wallet app, the group’s consumer-facing mobile financial services platform, into public view alongside the institutional story.

• Publicity planning and media strategy
• Press release drafting, editing and distribution
• Media pitching, follow-up and interview coordination
• Corporate, product and partnership announcements
• Executive profiling and thought leadership
• Brand ambassador publicity
• Media monitoring and coverage reporting

We developed the corporate websites for both Asia Digital Bank and Asia Pacific Investment Bank.

Media coverage sends people somewhere. These sites are that destination — a structured reference on regulatory standing, banking and wealth management services, cross-border and multi-currency capability, digital products including the ABank Super Wallet app, and corporate developments, for the journalists, prospective clients and partners arriving off the back of a story.

• Website strategy and information architecture
• Website design and development for both group entities
• Corporate content development
• Regulatory and corporate background presentation

More than 300 pieces of media coverage across Malaysian and regional publications within the bank’s first two years of operations, on a retainer relationship now running since 2019.

Volume was never the point on its own. The combination of mainstream publicity, regional outreach, executive visibility and brand ambassadorship gave Asia Digital Bank something harder to manufacture: a clear, credible and consistent public narrative — a Labuan-regulated digital investment bank connecting international businesses and private clients to cross-border banking and wealth management — repeated often enough, and accurately enough, to stick.