Kuala Lumpur, Malaysia – Dentsu Malaysia has won Malaysian insurance company AIA’s creative retainer services, with immediate effect.
In addition to the existing creative duties of dentsu for AIA PUBLIC Takaful, the network will now become the sole creative agency of record to further support AIA’s purpose of delivering communications that would empower Malaysians to make healthy living choices in the new normal.
AIA is one of the largest independent pan-Asian life insurance and finance corporations, with a presence in 18 markets across the Asia-Pacific region.
Chief Marketing Officer of AIA, Heng Zee Wang said that after an impressive stint with its Takaful business, the company has decided to place its trust in dentsu to extend its capabilities in managing the entire AIA brand in Malaysia, creating integrated solutions that will help build a stronger brand narrative and deeper connection with customers across multiple touchpoints. It is expected that dentsu will create an integrated model that aims to leverage ‘connected creativity’ and help evolve AIA’s brands to be fit in this virtual economy.
Meanwhile, CEO of dentsu Malaysia One Michelle Ong commented that they are deeply honored to acquire the business.
“Our collaboration internally even during work-from-home has been charged with inspiring positivity. The brief was to have AIA at the forefront of consideration for both health and wellness needs. However, one requirement was to not just deliver a ‘campaign’, but a sustainable communication solution that can be carried forward naturally and touches all the relevant consumer and agent points,” Ong said.
Milan Agnihotri, chief strategy officer of dentsu, shared that the anchor of AIA’s proposal was in the seamless integration of ‘Big Organizing Idea (BOI)’ with ‘Return on Investment (ROI)’ for the brand.
“We leveraged our proven methodology of ‘Masterbranding + Behaviour Mapping’ to make sure we steer the brand through the funnel and the brand ecosystem – externally and internally, on a single-minded platform,” Agnihotri added.