Singapore – Singapore-based creative agency Tilt, part of HM International Holdings Limited, has been appointed by MSIG Insurance (Singapore) following a competitive pitch.
Under the retainer, Tilt will lead the creative direction for MSIG’s year-long marketing campaigns, producing digital assets including online videos and display advertising.
The work will support MSIG’s key insurance product lines and drive stronger performance marketing outcomes.
Tilt was selected for its systematic approach to scalable digital content, enabling complex insurance offerings to be communicated in a clear, dynamic, and consumer-centric manner, while strengthening product storytelling across campaigns.
“Insurance can be a daunting topic for some and it’s important that our creatives go beyond visuals to clearly communicate our protection value through compelling copy and headlines,” said Steven Leong, head of retail distribution, MSIG Insurance.
Leong underscored, “Tilt stood out for their strong grasp of the category and their ability to create dynamic, scalable ideas that support MSIG’s growing product portfolio and distinctive market positioning.”
“This appointment reflects MSIG’s focus on building a more agile and responsive content engine that can perform across both brand and tactical moments,” said Subbaraju Alluri, chief executive officer SEA at Tilt.
Alluri emphasised, “Our role is to simplify complexity, create clarity at scale, and ensure that creative works harder across every consumer touchpoint.”
