The agency will be working on a portfolio of businesses including AIA Group, AIA International and AIA Pension and Trustee Co, deputy general manager of Starcom MediaVest Group Hong Kong Shirley Lau confirmed.
Projected 2014 adspend for the insurance giant in Hong Kong is US$20 million, according to media-monitoring firm admanGo.
The company selected Starcom rather than retaining Universal McCann, which held the account since 2009, because Starcom demonstrated "deep understanding of the financial category as well as sound strategy for media planning and buying”, said Haymans Fung, associate director of group brand and marketing at AIA.
“Most importantly, we liked the team and there was chemistry from the very first meeting," Fung added. "We feel we can trust them and are confident they will be good partners to work with."