Grey Beijing wins Yingda Life insurance creative account

The appointment follows a competitive pitch involving nine agencies. Agencies were required to demonstrate an understanding of the insurance industry in China, as well as strong brand strategy and creative capability.

Yingda Life is a joint venture between State Grid Corporation of China (SGCC), a power transmission and distribution enterprise, and Massachusetts Mutual Life Insurance Company (MassMutual), a mutual life insurance company headquartered in the US. Established in 2007, Yingda Life provides life, health and accident injury insurance, and has 12 branches including Beijing, Shanghai, Jiangsu and Fujian.

“We’re very excited to have the opportunity to work with Yingda," said Ivan Yuen (pictured), managing director of Grey Beijing. "It’s a young brand backed by two giants – a perfect combination of MassMutual’s nearly 160 years of insurance experience and the strong network of SGCC which covers 88 per cent of China’s landmass.”

Yuen added: “We’re proud to be selected as Yingda’s agency partner to help unleash its brand potential in this huge China market. We’re currently doing studies to help redefine the value proposition of the brand.”