Manila, Philippines – Sun Life Asia has appointed WPP Media to handle its media planning and buying duties across brand and digital channels in Hong Kong, the Philippines, Vietnam, Indonesia and Malaysia, following a competitive pitch held in July 2025.
The two-year assignment marks a shift from incumbent Havas Media and further extends WPP Media’s regional footprint.
The insurer selected WPP Media for its understanding of local market dynamics across Asia and its ability to coordinate multi-market execution at scale. The decision also reflects closer alignment with Sun Life’s long-term growth plans in the region.
The appointment follows WPP’s ongoing investments in AI capabilities through its proprietary platform, WPP Open. The group has positioned WPP Open as a core enabler of marketing technology and operational efficiency, with Open Media Studio cited as a particular focus area. Last week, WPP launched WPP Open Pro, a new edition of the platform designed to allow brands to independently plan, create and publish campaigns.
With the rollout of WPP Open Pro, the holding company becomes the first to extend broader access to its marketing technology stack globally, opening the door for brands of different sizes and budget levels to engage with its services.
Michael Beecroft, North Asia CEO of WPP Media, said, “Winning Sun Life Asia is a testament to our strategic vision, creative power, and robust data platforms. We’re excited to drive their regional growth, building on our strong momentum in Hong Kong for global clients.”
Meanwhile, Jamie Baldock, Regional Head – Asia Brand & Marketing at Sun Life, commented, “We are thrilled to partner with WPP Media for our media buying and planning needs across Sun Life Asia. Their deep understanding of local market dynamics and proven multi-market capabilities will ensure we deliver innovative and impactful campaigns that resonate with our diverse audience and enable us effectively communicate our purpose of helping our clients in achieving lifetime financial security and living healthier lives.”
The pitch reportedly saw strong participation from local market teams, receiving positive responses from Sun Life’s in-market stakeholders. The mandate strengthens WPP Media’s regional presence, particularly following its recent performance momentum in Hong Kong.
