Ogilvy Singapore has been appointed the branding partner for
insurance giant AIA, following a competitive four-way agency pitch with
Batey Ads, Qi and Adcom.
Chairman of the Ogilvy Group in Singapore Tim Isaac said that the win
was based on Ogilvy's 360 degree approach towards brand-building.
"Our 360 brand approach uses all communications disciplines necessary to
build a brand and image," he said.
"AIA has always been known as one of the leaders in the insurance
industry and has just been confirmed as Singapore's No.1 in the single
and regular premium investment-linked sales."
Ogilvy will work closely with AIA Singapore GM Stephan Rajotte and his
team to position AIA as a fully-integrated financial services
provider.
The brand-building effort will see multi-disciplines working.
Backing the team with a strategic roadmap for AIA is group strategy
director Karthik Siva. "AIA, a pre-eminent leader in the insurance
space, now wants to make this dramatic transformation and move towards
being a financial services provider," he said.
"The biggest challenge it faces is transforming mindsets of both its
insurance agents and consumers. The challenge is big but exciting."
