AIA hunts regional network

It is understood that the client has approached a number of regional networks in recent weeks to invite them to participate.

According to agency sources, the pitch is being held out of Hong Kong, with agency presentations due in the next couple of weeks. Agencies taking part are believed to include Rapp, Bates141 and Leo Burnett/Arc. The campaign is expected to have a strong below-the-line element and emphasise AIA’s heritage within Asia.

AIG has been bailed out by the US Government four times, and owes the American taxpayer around US$182.5 billion. Earlier this year, it ran into controversy when details of its executive bonus scheme, paid for after the bail-out funding, came to light. 

Separate to the regional pitch, AIA has appointed JWT ADventure for a repositioning campaign in Korea. An above-the-line campaign in that market is due to roll out in the coming weeks. The appointment, which followed a pitch, is part of a drive to portray AIA as a standalone Asian brand, according to sources close to the client.

AIA is also understood to be looking for a digital agency to handle parts of its wealth management website.

Executives at AIG in Hong Kong declined to comment.