Starting immediately, Saatchi & Saatchi Publicis Taiwan will represent Nan Shan Life Insurance in all aspects of communications. Saatchi & Saatchi's Taiwan CEO Chris Fay said the agency jumped at the chance to work with Nan Shan to "realise a long-term dream of the company since 2004."
Fay told Campaign that after some short-lived product advertising work that year, Nan Shan this year approached Saatchi & Saatchi to be its full-service agency without a pitch due to "our general creative reputation".
Established in 1963, Nan Shan has been battling eroding confidence in the insurance industry due to the current worldwide economic climate. Nan Shan is aiming to reclaim market share by rebuilding its brand and designing insurance policies that offer better compensation packages to customers.
"Nan Shan used to be the number two domestic insurer, and we hope to return to such glory in the next three years," Nan Shan's vice chairperson Du Ying-tsong said last week when spelling out Nan Shan's five-year strategy.
“We intend to enhance the firm’s profile in the minds of customers so that they will think of Nan Shan when they want to buy insurance products,” Du said. Cathay Life Insurance and Fubon Life Insurance are Nan Shan's largest rivals in Taiwan.
Gary Chien, Saatchi & Saatchi account director for Nan Shan, revealed that an ad campaign is already in the works and scheduled to be launched in the coming weeks. “Aside from a traditional advertising strategy, our goal at Saatchi is to go above and beyond to create a new bond between Nan Shan and their clients," Chien said.
Executive creative director Kevin Yang added that the new campaign’s goal will be to remind Nan Shan’s current and future clients that the company will always be there to "support and assist them with fulfilling their dreams".