The dual appointment marks the first time the company has hired a media and creative agency-of-record. Previously, media and most creative had been handled inhouse.
But since the arrival of Tan Suee Chieh as CEO, the company, which has assets of S$16 billion (US$11.6 billion), has been looking to boost its status in the marketplace.
But since the arrival of Tan Suee Chieh as CEO, the company, which has assets of S$16 billion (US$11.6 billion), has been looking to boost its status in the marketplace.
A significant move has been the hire of former OCBC, Coca-Cola and Unilever marketer Lynette Ang. She said: “We are excited to welcome BBH and PHD on board as our creative and media partners. Both demonstrated their strategic competencies and ability to take Income to the next level, through our very rigorous evaluation.”
The pitch involved creative agencies Bates and DDB, which has handled projects for income in the past. The media pitch list included Universal McCann, Starcom and ZenithOptimedia.
The pitch was handled by R3. The consultancy’s co-founder, Goh Shu Fen, commented: “Income is a very big player, but has kept a low profile to date. It will be a really interesting brand to watch in the future. (NTUC) was looking for agencies to challenge and inspire them, and after thorough examination.”
The company’s key competitors include Great Eastern, Prudential and Aviva.
