Racheal Lee
Mar 6, 2012

DirectAsia.com picks Initiative Singapore

SINGAPORE - Online insurance company DirectAsia.com has picked media communications company Initiative to handle its media planning and buying duties in Singapore.

Rachelle Lee, marketing manager at DirectAsia.com
Rachelle Lee, marketing manager at DirectAsia.com

The insurer aims “to change your insurance experience. Life’s complicated, your insurance doesn’t have to be!”. The agency will work to get this message across town as well as increase brand awareness.

“As a Singapore insurance company we're in touch with the needs of our clients and with the marketplace in general. We know the Singapore consumer and we respond with tailored insurance products and services that suit individual needs,” said Rachelle Lee, marketing manager at DirectAsia.com.

“I am very pleased to work with the team at Initiative Singapore. We were impressed with their work and what they presented which demonstrated a thorough knowledge of our brand and an understanding of what is required to reach our business goals,” added Lee.

Commenting on the win, Pat Lim, managing director of Initiative Singapore said, “We are very excited to work with a forward-thinking online insurance firm who are bringing a new proposition to savvy consumers. We will work to create visibility and understanding of what DirectAsia.com stands for.”

Lim was appointed as managing director of both UM and Initiative Singapore last year.

Across the region, Initiative has seen several business wins recently, including AirAsia and Mini in Thailand; as well as pharmaceutical brand SOHO Group, Nestlé Nescafé and Heinz ABC in Indonesia.

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