TBWA is now AIA's agency of record in mainland China after winning a competitive pitch against two other 4A agencies. There is no incumbent.
In October last year, TBWA Hong Kong was appointed by AIA Group as its regional creative agency to drive brand growth across Asia, displacing incumbent Leo Burnett.
Joanne Lao, managing director of TBWA Hong Kong and regional team leader for AIA, commented that the Hong Kong office will lead the overall regional campaigns for the insurance company.
TBWA Greater China's team will work on AIA's brand strategy customised for the local market, Jeff Ma, chief marketing officer of TBWA Greater China, told Campaign Asia-Pacific.
"This is a strategic business extension to help AIA to achieve their marketing goals in the Greater China region," Ma said. "We already have a strong clients in the financial services category with Visa (credit cards) and Standard Chartered (banking). Now AIA (insurance) completes our financial portfolio."
In 2012, also AIA's 20th anniversary in China, TBWA will handle above-the-line creative, corporate communications work, and product education for the brand's target audience—the 'new rich' in first-tier cities.
The overaching aim is to strengthen on-the-ground awareness of AIA's corporate promise with a creative execution that is closer to reality but still emotional, to differentiate AIA from other insurers who have typically taken the 'live your dreams' brand message, Ma added.
Shel Liu, a former JWT executive working on HSBC China, has also joined TBWA Shanghai to head up account management for the new client.
