AIA calls for creative pitch

Insurance company AIA is looking to appoint a creative agency of record (AOR). It has begun inviting several agencies to pitch, sources told Marketing.

The incumbent on the account is TBWA.

According to a memo seen by Marketing, the appointed AOR will plan and execute brand and category campaigns as well as manage the brand content strategy for AIA Singapore.

The appointed agency will be tasked to conceptualise and spearhead content strategy across all AIA Singapore's pillars of product innovation, product proposition, sponsorship assets/CSR efforts, AIA Vitality and brand/recruitment campaigns to drive its brand promise.

The agency will also be tasked to create a campaign for AIA Vitality that helps to increase engagement with existing AIA Vitality members as well as attract new AIA Vitality members.

The chosen agency will also work closely with AIA Singapore's social media agency, PR agency and media placement agency for through-the-line executions.

AIA declined to comment when contacted.

In July, the insurance company was embroiled in a high-profile legal tussle when an elderly couple sued AIA over a fake policy plan. The couple issued a complaint regarding AIA’s service claiming that the company did not actively verify directly with its clients the payments made to the firm.