Jenny Chan 陳詠欣
Jan 20, 2016

MetLife picks BBDO as creative AOR in eight Asian markets

HONG KONG – BBDO has won creative duties for MetLife Asia in eight markets: Hong Kong, China, Malaysia, Vietnam, Australia, India, Bangladesh and Nepal, of which the latter seven are new deals.

MetLife picks BBDO as creative AOR in eight Asian markets

The regional appointment follows an agency review in mid-2015.

Argonaut, the brand's global agency of record, will be working with BBDO to ensure MetLife presents a single, unified brand in all markets.

A new creative direction is being led at MetLife by Esther Lee, global chief marketing officer, that is understood to be more consumer-centric and "unbelievably emotional", according to a BBDO spokesman.

Networks included in the pitch included Dentsu and Ogilvy, which had been the incumbents in some of the markets.

Omnicom Media Group will be responsible for media buying and planning across all communication channels for MetLife in Asia. 

“BBDO impressed us with their outstanding creative capability, cohesive regional account management team, and their ability to formulate consumer insights that excite consumers across the region,” said Ralph Brunner, chief marketing officer of MetLife Asia.

Before this deal, BBDO's Hong Kong office worked on two campaigns tasked to help Metlife heighten brand awareness, mainly via its canine ambassador Snoopy.

According to MetLife, it has a customer base of 24 million in Asia and is in expansion mode.

 

Tags

Related Articles

Just Published

7 hours ago

Why streaming services should consider product ...

The managing director at Hylink makes a case for a more traditional tactic of product placement over ad-based marketing.

8 hours ago

Women to Watch 2022: Carbo Yu, Sinclair

Leading the APAC growth strategy for PR agency Sinclair, Yu's determination and business prowess have helped her to achieve year-on-year revenue growth.

8 hours ago

'Legacy brands must constantly innovate to stay ...

The 112-year-old French beauty giant has bounced back to pre-pandemic level sales while the SAPMENA region will be the key 'growth engine' for its future, according to its consumer products division general manager.

8 hours ago

How should marketers approach the Qatar World Cup?

With rising global inflation and economic uncertainty, Campaign explores the opportunities and challenges facing brands as one of the busiest times of the year collides with a major sporting event.