The account is estimated to be worth US$1.5 million.
According to Iris Chan, director of client services at Grey Worldwide, the agency handled the account for two years in 1999. "We worked with Eagle Star for about two years, then we lost the account. Our people did keep in contact with the company and they invited us back for the pitch. Chan said Eagle Star had until recently used a small Hong Kong shop.
Eagle Star is a member of the Zurich Financial Group.
"It's a second tier insurance player in Hong Kong, along with say ING. The first tier players include AIA and Manulife, said Chan, adding that Eagle Star had invested heavily in recent years to become a customer-driven business.
"Insurance companies tend to be very product-driven. But Eagle Star wanted to revolutionise itself through a new customer-driven approach internally over the past few years, and we will be presenting this new aspect of the company's thinking in an external campaign, said Chan.
Grey will launch an image campaign for Eagle Star at the end of June.
Chan said the campaign would depart from the insurance industry norm.
