Ayudhya Allianz Thailand selects Y&R for creative duties

According to Cholakan Visutipitakul, managing partner, Y&R, the campaign will begin with a rebranding initiative.

AACP currently holds 11 per cent of the concentrated Thai insurance market, behind US insurer American International Assurance and Thai Life Insurance, and the brand aims to increase its market share, she said. "We want consumers to think again about life insurance and bring these products closer to their lives. AACP aims to be the market leader and it needs to communicate its brand to consumers on a mass level," explained Cholakan.

The campaign is expected to launch early November. AACP is a joint venture between three business groups - The Bank of Ayudhya Group, Germany's Allianz Group and the Charoen Pokphand Group.