Byravee Iyer
Dec 10, 2014

Great Eastern comes up for review

SINGAPORE - Homegrown insurer Great Eastern is reviewing its roster of agencies, putting incumbents TBWA and Mindshare on alert.

CMO Colin Chan (left)
CMO Colin Chan (left)

According to CMO Colin Chan, the review is part of the company’s regular process, and Great Eastern has not issued a formal RFP.

The company is currently rolling out a massive campaign to mark Singapore’s 50th anniversary, and has worked with several agencies for its various initiatives. Chan said the company has increased its marketing budget significantly for the year-long campaign. “As a homegrown company with a long tradition, we felt it was only right to do something to celebrate this,” Chan said.

In line with this, all babies born in 2015 will receive free insurance, worth $108, for their first year. 

We will have a full interview with Chan about the 50th anniversary initiative next week.

Update, 12 December: Great Eastern has reached out to clarify that it has no plans to review its media-buying agency at this time

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