The account will reportedly called for the development of sponsorship and social responsibility initiatives. Work is expected to begin immediately on the firm’s preliminary sponsorship of the Asia Pacific World Cup, as well as a social responsibility campaign for an underprivileged youth soccer league.
The latter will be overseen by South Korean football legend Hong Myung-Bo.
John Hwang, senior account director at Grey, explained that the firm was seeking a new marketing strategy to differentiate itself from strong local competition such as Samsung Life.
The appointment follows the implementation by the Korean government of the Capital Market Consolidation Act, which Hwang said had opened the financial market by allowing insurance companies and banks to offer the same services, and providing consumers with a one-stop financial service option.
