Ogilvy Singapore wins AIA expansion account

<p>Ogilvy Singapore has been appointed to handle all marketing </p><p>communications for AIA, following a competitive four-way pitch with </p><p>Batey Ads, Qi and Adcom. </p><p><BR><BR> </p><p>AIA is moving from a strictly insurance-based business to also offering </p><p>financial services. </p><p><BR><BR> </p><p>"They are shifting from merely selling protection and security to also </p><p>selling growth. We're helping to position AIA as the one company where </p><p>people go to plan, manage, protect and grow their finances in all life </p><p>stages in the new economy," said Mr Karthik Siva, group strategy </p><p>director for the Ogilvy team. </p><p><BR><BR> </p><p>Ogilvy will initially work on a brand positioning campaign using its </p><p>multi-disciplinary 360 degree brand approach. </p><p><BR><BR> </p><p>Creative work will include an overhaul of AIA's corporate identity, a </p><p>new products campaign, and a corporate image communications </p><p>programme. </p><p><BR><BR> </p><p>Additionally, Ogilvy will help the client launch new investment-linked </p><p>products, and communicate the shift to internal and external stake </p><p>holders. </p><p><BR><BR> </p><p>AIA will begin launching the new products from December onwards. </p><p><BR><BR> </p><p>"We need to signal the shift from the past by communicating AIA's new </p><p>look, new tools and new ways of selling," said Mr Karthik. </p><p><BR><BR> </p><p>According to Mr Tim Isaac, chairman of Ogilvy Singapore, the account </p><p>will bring in S$500,000 in revenue for the group. </p><p><BR><BR> </p><p>"The biggest challenge is in transforming the mindsets of both its </p><p>insurance agents and consumers," said Mr Karthik. </p><p><BR><BR> </p><p>The insurance-based business, he said, operates only through its </p><p>insurance agents, who are not equipped to sell more savvy products like </p><p>unit trusts and ILPs. </p><p><BR><BR> </p><p>"We have to make the shift without upsetting the insurance agents, while </p><p>appearing credible and competent." </p><p><BR><BR> </p><p>Mr Isaac said the group won the account primarily because its strategic </p><p>planning matched AIA Singapore GM Stephan Rajotte's vision. </p><p><BR><BR> </p><p>"We were able to bring to life Stephan's own vision of how AIA's variety </p><p>of different products should be brought together under one branding </p><p>umbrella," he said. </p><p><BR><BR> </p><p>"Our 360 degree brand approach uses all communications disciplines </p><p>necessary to build a brand and image." </p><p><BR><BR> </p>