FWD Group's vice president of brand and marketing explains many considerations the company faced, from relatable values to engaging tone of voice, as it moved to ensure a healthy brand for all generations in a digital age.
Agency wins insurer's business after 19-agency pitch in which incumbent DDB did not participate.
FWD Insurance's Gavin Lai says if more brands simplified their content, made it clear, relatable and trustworthy, they wouldn't need to worry about millennials' supposed fickleness.
Spot from DDB Group Hong Kong and MediaMonks says the insurer has you covered for leaps into the unknown, whether literal or figurative.
Data challenges when trying to craft winning recipes for digital-marketing success took centre stage at Re.Con Indonesia in Jakarta.
The result follows a multi-market pitch.
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