Great Eastern Life appoints CreAds as Singapore AOR

Singapore - Great Eastern Life Assurance has appointed CreAds as its creative AOR in Singapore following a closed-door competitive pitch which kicked off earlier this year -- a key task for the agency will be to drive the client's Life Planning proposition forward here. The incumbent on the creative brief was Euro RSCG.

"CreAds displayed the ability to absorb client feedback and fine tune their concepts accordingly," Keith Chia, VP of Marketing, Great Eastern Life Assurance told Marketing Weekly, calling this "one of the hardest aspects for any agency to manage in a pitch environment". "This is because the usual client-agency access and dialogue is limited as it is largely a one-directional toss of creative ideas from the various pitching agencies to the client,' he added.

Patrick Lim, Managing Director at CreAds attributed his agency's success to his staff "working together well as a team in formulating ideas and planning". "We hope to help the client grow, and a key issue now will be to move to the next stage with Great Eastern," he said. The agency plans to launch its first creative work for the client in the next month or so.

Great Eastern Life Assurance also held a separate competitive pitch for its media business here, which was won and retained by the incumbent Motivator. The organisation is currently awaiting the necessary approval for a license to operate in China, following which it will seek a new creative partner to aid in its upcoming expansion into said market.