Singapore – Global insurance company Manulife has unveiled a new global brand strategy with the new tagline ‘Where will better take you’. This strategic initiative is designed to unite Manulife’s global brand resonance across the world and underscore its mission of ‘Decisions Made Easier. Lives Made Better.’

To mark the launch of the new Global Brand Strategy and tagline, Manulife has rolled out a series of eye-catching advertisements in Hong Kong, which includes wrap advertisements at key locations such as the Star Ferry Pier in Tsim Sha Tsui, Hong Kong taxis featuring body wrap advertisements, digital panel ads at the Hong Kong International Airport Baggage Reclaim Network, and a bus shelter domination at Statue Square in Central as well as bus shelters across the city.

In tandem with this, Manulife also supports the core programme at the façade of M+, one of the most prominent landmarks in Hong Kong’s iconic skyline. Starting from June 21, 2024, audiences can enjoy a selection of brand-new animated videos showcasing numerous museum objects, alongside moving image works, between 6-7pm and 9-10pm.

Manulife’s new brand strategy alongside the new tagline focuses on its key pillars of offering, including Health, Life, Investment Management, Retirement Planning—MPF, and Retirement Planning—Saving.

This new tagline by the company also coincides with Manulife’s ongoing Investor Day, held in Hong Kong and Indonesia, highlighting how the company is uniquely positioned to achieve their financial targets and reinforce the attractive opportunities and strong momentum across their global businesses.

“Our new global tagline reflects our ongoing and steadfast commitment to creating better opportunities for everyone. This tagline is a clear reflection of our mission to make decisions easier and lives better for people around the world. With the worldwide launch of campaigns, it helps connect our mission to our understanding of customers’ needs and provides relevance to them. We look forward to generating value and creating sustainable business growth as our customers’ partner that drives progress and hope,” Manulife told MARKETECH APAC.

Kuala Lumpur, Malaysia – Following the agency’s initial initiated transformation exercise in 2019 to adopt a more flexible and integrated approach for their business, digital marketing agency Lion & Lion has finally unveiled their new brand position and visual identity, focused on their new tagline ‘Made to Impact’.

The aforementioned tagline highlights the agency’s effect its work has on client brands, audiences and the industry as a whole.

Meanwhile, the new corporate colors of black and red evoke a sense of boldness that suggests the willingness to push boundaries and challenge conventions. These relate back to the Lion & Lion tagline, in which the agency aims to make a positive change in all of its activities, from elevating a client’s brand, to building an inclusive and supportive company culture.

Part of its brand repositioning revolves around the concept of them being an agency that emphasizes holistic strategic thinking, ideas-led solutions, and a flexible business model customized for the digital age.

Fredrik Gumpel, chief executive officer at Lion & Lion, explained that Lion & Lion’s decision to adopt a customizable service model and increase experience in managing regional scopes as well as capability investments, both people and technology, has given the agency a competitive edge that has led to a series of new client partnerships. 

“With technologies evolving at a fast pace, our role as a digital agency has ensured that we are in a position to take advantage of any developments in the communications industry. We have been getting more clients on a regional or global level over the past year, thanks to our expertise in navigating the digital and social space. Nevertheless, we maintain readiness for what the future may hold, especially in the fields of tech, commerce and communications, so we will always be at the forefront of the industry,” he said. 

The agency has recently won various accounts, including Minelab Electronics, L’Oreal Indonesia, KODAK Lens, Kellogg’s, and Carlsberg’s 1664 Blanc brand.

Lion & Lion said its new ‘creatively driven, digital-first’ value proposition as well as its delivery model has allowed the agency to broaden its client portfolio as well as secure a number of new wins both in their local markets, but even more across Southeast Asia, as several regional digital partnerships have been formed.

Meanwhile, Cheelip Ong, chief creative officer at Lion & Lion, commented that they are confident in their new service model and the trust their clients have placed in them. He added that their success drives them to push themselves even harder as they continue to evolve with the industry.

“Our way of working here at Lion & Lion allows clients the benefit of having a synergistic team of functional practice leads handling their business requirements across multiple channels and markets, with a digital-first framing. It also helps that we are experts in understanding the evolution of digital – from social, to e-commerce, to the potential opportunities brought forth by the metaverse, thereby giving us the knowledge to develop proactive and innovative strategies that are hyper-relevant for the present and future-ready,” Ong added.

Germany – Global vehicle brand Audi has reworked its brand identity to spotlight the company’s transformation to sustainable and digital premium mobility. The brand will now carry the slogan “Future is an Attitude.” 

With the new tagline, its original brand claim, the German phrase “Vorsprung durch Technik” which means “progress through technology” will remain; the only difference is, the new identity will now be globally visible for the first time. 

“By refining our brand strategy we give a contemporary definition to ‘Vorsprung’ and make ourselves ready for the future – for a new automotive era and for our customers,” said Henrik Wenders, senior vice president for brand.

“The purpose is to improve people’s lives through technology and to make a contribution to society. Audi’s ambition is to shape the future of premium mobility and to create fascinating experiences,” added Wenders.

Under the new communicative approach, Audi will unite its worldwide marketing activities from now on, while still taking into account cultural and country-specific requirements.

Spearheaded by German creative agency thjnk Hamburg GmbH, the campaign’s presentation is guided by the brand’s progressive premium image, while the reduced and clear style will be evident in the new visual language.

In the video ad, Audi aims to demonstrate the message of “an electric, digitalized and emotional future.” Its current models Audi e-tron Sportback, Audi AI:ME, and Audi Q4 Sportback e-tron concept were showcased in the campaign as they represent “the innovative power of the brand.” Meanwhile, the protagonists of the ad are Audi employees like head of design Marc Lichte, who, according to Audi, authentically embodies its attitude.

The campaign will be conducted through all channels of communication, from TV to the digital platform. On the newly launched website, all contents of the campaign will be gathered, and further background stories will be offered to users.