The appointment follows a three-way pitch believed to have included incumbent Bravo and an unnamed local agency.
An agency source explained that AIA was seeking to develop a more contemporary image, having built its brand on its heritage and past achievements in the Chinese market. While unable to disclose further details, the source said the new through-the-line campaign would focus on the future.
An agency source explained that AIA was seeking to develop a more contemporary image, having built its brand on its heritage and past achievements in the Chinese market. While unable to disclose further details, the source said the new through-the-line campaign would focus on the future.
It is expected to take a provocative stance to address a perceived lack of interest in planning among Chinese consumers, encouraging careful consideration of risk and highlighting the benefits of making preparations for the future. The campaign is due to roll out in July.
