BBDO will be tasked with creating awareness around MetLife being the top insurer in the US according to total assets, and getting the client noticed in Hong Kong.
Working with Proximity, BBDO will create future campaigns including above-the-line, digital and activation. Industry sources have estimated the value of the account as US$15 million.
Sunshine Farzan, head of marketing and communications at MetLife Hong Kong, said the two agencies "impressed by listening to client needs and collaborating well".
MetLife Hong Kong claims to be the second-largest Pan-Asia life insurer. Globally, it has approximately 100 million customers.