AIA Malaysia picks IPG Mediabrands as digital agency

AIA Malaysia has picked IPG Mediabrands as its digital agency of record effective July 2017, following a competitive pitch amongst key media and digital agencies in the market.

With the account led by Reprise, IPG Mediabrands’ digital performance arm, the scope of work will entail devising and executing comprehensive digital performance strategies across AIA's suite of products. The win is also expected to reinforce the continued emphasis that Reprise and IPG Mediabrands place on offering agile digital solutions that tackle business bottlenecks and deliver measurable results, said the agency in a statement.

Eric Chang (pictured), chief marketing officer (CMO) of AIA said, “IPG Mediabrands put forward a bold proposal that demonstrated their expertise, as well as a deep understanding of our business challenges and opportunities. We look forward to working closely with the IPG Mediabrands team and tapping on their expertise to further advance our efforts in reaching and engaging with Malaysian consumers in the digital space.”

“We firmly believe that our business-outcome approach, coupled with data intelligence and strategic workflow automation will allow us to create a robust growth engine for AIA, helping the company to fortify its position as a leading insurer in Malaysia, ” Abhishek Bhattacharjee, chief digital officer of IPG Mediabrands Malaysia added.

Chang was appointed as AIA's CMO last April to focus on ramping up the expansion and distribution of AIA Vitality, as well as to reinforce AIA’s position as an active health advocate in Malaysia. He was previously the head of brand and digital at the insurer, a role he had held since March 2013.

The management shake up also saw former CMO Thomas Wong moved into the chief human resources officer role and Sandeep Pandey's appointment as chief technology officer.

Separately, in October last year, AIA Malaysia appointed Entropia to handle its digital business following a review with two other agencies. The said contract would last for one year, which the integrated marketing services firm was tasked to work on strategy, online content, social and digital execution for AIA.