The business includes the Singapore market only, and the scope of work covers above-the-line, below-the-line, digital, content and internal marketing.
A spokesperson for TBWA said the agency did not pitch for the account, which it had held for three years. Other participants in the pitch were not disclosed.
Bates CHI&Partners will help the insurer redefine its role in customer decision-making, Joanna Ong-Ash, head of brand and corporate communications at AIA, told Campaign Asia-Pacific via email.
"With this strategy, we make a definite shift from that of a financial advisor to that a brand that creates platforms which enable peers to encourage each other to lead healthier, more fulfilling lives, so that they can better achieve their financial and life goals," she said. "This thinking underpins our philosophy as a company that cares deeply about our customers, placing us squarely at the axis of a connected marketplace, and the evolving needs of the customer."
The agency is committed to helping AIA Singapore drive engagement, build customer loyalty and establish itself as the insurer that "gets" their customers’ real-life needs, said Christina Chong, managing director of Bates CHI&Partners Singapore.