AIA Group has appointed BBDO Singapore as its agency partner to lead the strategy and development of its Brand Ambassador programme in the Asia Pacific region. The agency will support the creation of a global campaign featuring the company’s latest global brand ambassador – David Beckham.
Beckham was first signed on as a global brand ambassador in March this year, and will be present at a number of AIA’s community and business activities to personify and demonstrate the benefits and the importance of maintaining a healthy lifestyle. These will include events for AIA customers, agents, partners and employees.
Currently, the insurance brand has businesses in 18 markets across Asia Pacific.
“We are delighted that AIA has given our Singapore team this opportunity. It is a fantastic brand with some great people and exciting plans for the future. We very much look forward to being part of that journey,” Jean-Paul Burge, CEO and chairman, BBDO Asia said.
“At AIA we view it as our duty to make a positive difference in the communities in which we operate. We look forward to working with BBDO Singapore to find new and innovative ways of raising awareness in Asia about the importance of maintaining a healthy and active lifestyle,” Stuart A. Spencer, Group chief marketing officer, AIA Group said.
Last year, the brand launched its Savest campaign which featured a spot which struck a chord with locals. The campaign also featured a lenticular installation located at the Ocean Financial Centre. The lenticular approach was taken to highlight the dual-element effect of saving and investing which Savest brings to its customers.
Meanwhile in Malaysia, AIA appointed Eric Chang as chief marketing officer (CMO) as outgoing CMO Thomas Wong moves into the chief human resources officer role. Meanwhile, Sandeep Pandey has been named chief technology officer.
The finance brand also handed Entropia to its digital business following a review with two other agencies last year. This will see the agency working on strategy, online content, social and digital execution for AIA in support of its larger vision of embracing digital as its leading thrust.