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Initiative bags AIA media business

Initiative has become the agency of record as it retains American International Insurance Assurance (AIA) and bags ING from incumbent Trapper MPG following a consolidation of the business.

Sources from the industry told A+M that IPG was appointed to launch its new brand identity in conjunction with the merger.

Work has already started last month for Initiative for AIA’s new rebranding campaign.

AIA acquired ING in second half of 2012.

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