Ogilvy Singapore wins AIA expansion account

Ogilvy Singapore has been appointed to handle all marketing

communications for AIA, following a competitive four-way pitch with

Batey Ads, Qi and Adcom.

AIA is moving from a strictly insurance-based business to also offering

financial services.

"They are shifting from merely selling protection and security to also

selling growth. We're helping to position AIA as the one company where

people go to plan, manage, protect and grow their finances in all life

stages in the new economy," said Mr Karthik Siva, group strategy

director for the Ogilvy team.

Ogilvy will initially work on a brand positioning campaign using its

multi-disciplinary 360 degree brand approach.

Creative work will include an overhaul of AIA's corporate identity, a

new products campaign, and a corporate image communications

programme.

Additionally, Ogilvy will help the client launch new investment-linked

products, and communicate the shift to internal and external stake

holders.

AIA will begin launching the new products from December onwards.

"We need to signal the shift from the past by communicating AIA's new

look, new tools and new ways of selling," said Mr Karthik.

According to Mr Tim Isaac, chairman of Ogilvy Singapore, the account

will bring in S$500,000 in revenue for the group.

"The biggest challenge is in transforming the mindsets of both its

insurance agents and consumers," said Mr Karthik.

The insurance-based business, he said, operates only through its

insurance agents, who are not equipped to sell more savvy products like

unit trusts and ILPs.

"We have to make the shift without upsetting the insurance agents, while

appearing credible and competent."

Mr Isaac said the group won the account primarily because its strategic

planning matched AIA Singapore GM Stephan Rajotte's vision.

"We were able to bring to life Stephan's own vision of how AIA's variety

of different products should be brought together under one branding

umbrella," he said.

"Our 360 degree brand approach uses all communications disciplines

necessary to build a brand and image."