Matthew Miller
Sep 24, 2018

Plainly powerful? AIA debuts a straightforward brand promise (and a new video with David Beckham)

From ''The real life company' to 'Healthier, longer, better lives'.

Kids ask Beckham some tough questions.

Pan-Asian insurer AIA today officially changes its brand promise from 'The real life company' to a more straightforward and less self-referential line 'Healthier, longer, better lives'.

Group CMO Stuart Spencer told Campaign Asia-Pacific that the change aims to move the focus away from the company itself and place it firmly on how AIA impacts its customers.

We didn't want to be introspective, Spencer said. We wanted to really articulate a brand promise...

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