UM wins AIA regional media business

UM has won the regional pitch to handle media buying for AIA. UM was first appointed to AIA's Hong Kong business in August last year as part of a wide-ranging agency review.Three global networks were understood to be in the running for AIA's regional business including WPP and Publicis.The pitch, which took place prior to Chinese New Year, included most markets across Asia, but a question mark still hangs over China. Chris Skinner, managing director of UM and Initiative, was unable to comment on the appointment, but the win compliments a slew of new business including Cerebos in Malaysia and a swag of accounts in China including Texas Instruments and Wyeth Nutrition.All eyes will now be on Prudential's acquisition of AIA and its ripple effect on its agency relations. Sources close to the business say it is unclear how a combined Prudential/AIA media business will reshape its current agency roster. Mindshare currently holds media buying duties for Prudential Corporation.But sources said despite Prudential potentially buying AIA, AIA will continue to invest in the brand throughout the region.