The brand is keen to shake off its association with disgraced US parent AIG and present itself as an Asia-only operation. The appointment follows a pitch in May that included Rapp and Bates141, held out of Hong Kong.
Leo Burnett has scooped the main consumer-facing account. It is thought that AIA will work with another Hong Kong agency for the corporate brochure work.
Leo Burnett has scooped the main consumer-facing account. It is thought that AIA will work with another Hong Kong agency for the corporate brochure work.
AIA has more than US$60 billion of assets with 20,000 employees across 13 Asian markets. It has 20 million customers, which is nearly a third of AIG’s total customer base, and its IPO could raise more than $4 billion.
Representatives from Leo Burnett and AIA in Hong Kong did not return calls as Media went to press.
