This marks the first time the insurer changed from having multiple media bookers to serve its media needs to appointing a single agency. The pitch was decided in April.
AXA Tianping Property & Casualty Insurance is a joint venture of France's AXA Group and China’s Tianping Auto Insurance. It is the first insurance company in China to focus on the online auto insurance business. The brand has previously relied on simple radio and outdoor ads.
Vizeum conducted in-depth analysis of AXA Tianping in the China market and demonstrated its expertise through advising on marketing strategies that won the favour of Richard Zhang, general manager of AXA Tianping's marketing department.
In particular, Aegis Media’s unique one-P&L operating model played a critical role in the pitch, according to Terrence Yung, CEO of Vizeum China. A cross-brand team with Aegis Media Group will work together to provide integrated support, including digital expertise from Isobar and insight from a network-wide consumer insight tool.
Yung said the client will be more aggressive on digital channels based on a performance-marketing model, given that it focuses on online auto insurance.