Malaysia – American International Group (AIG), one of the largest global insurance companies, has rebranded Chartis Malaysia to AIG Malaysia as part of a global rebrand of Chartis.
The initial rebrand to Chartis was called after it was given a US Government bailout following the financial crisis in 2008.
AIG has now exited the US Government support ahead of schedule, prompting the rebrand back to AIG. The rebrand, however, is said to not affect its marketing strategies, policy holders and clients.
Following the rebrand is the introduction of a new AIG logo and a new brand promise being ‘Bring on Tomorrow’.
Commenting on the rebrand, Matt Harris (pictured), chief executive officer of AIG Malaysia said, “Malaysia is a critical country for our business and operational growth and we are committed to strengthening our 60-year legacy here.”
Harris added that the new brand promise is testament of its tenacity and ambition to solve problems, innovate for the benefit of its clients and be part of a powerful global team.
The company also formalised an agreement with Multimedia Development Corporation (MDeC) to expand the existing operations of its service entities, namely AIG Global Services (AIGGS) and AIG Shared Services (AIGSS), to provide global support services to AIG businesses worldwide.
This move is closely aligned with the Multimedia Super Corridor (MSC) and MDeC’s strategy to support the broader Economic Transformation Programme (ETP), in its vision to transform Malaysia into a high-income nation and knowledge-based economy by 2020.
According to Harris, Malaysia is not just an important market for AIG’s insurance operations, but also for its global internal business operations. AIG is reliant on Malaysia for its key global business operations and existing services in the region including AIGGS and AIGSS.
AIG Malaysia’s plans to invest in expanding these IT and shared services operations, which will see the creation of 1,700 new high-end IT and services jobs in the country in the next three to four years.
The planned expansion will also retain the existing 1,000 employees currently working across these businesses.