AIA picks new media agency in Singapore

AIA has handed Starcom MediaVest Group its media business in Singapore. The business last sat with UM Singapore.

SMG’s scope of work includes media planning, performance marketing and content solutions. SMG’s win follows the recent campaign SMG’s Malaysia office created for AIA called ‘Letters for the Future’. A campaign which encouraged reserved Malaysians to express their heartfelt sentiments by writing letters to their children. SMG Malaysia then packaged and delivered the letter in a time capsule, which preserved the letter for future generations.

“Starcom’s work with the AIA Group and AIA in Malaysia has been a big plus point in winning the business as we look to align our media strategy. Another reason is the strong and responsive account servicing team that AIA Singapore will be working with when we handpicked Starcom MediaVest Group,” said a spokesperson AIA Singapore.

“The insurance category is an interesting one with an audience segment that is wide. Having a deep understanding of that audience is important to building AIA’s story in connecting with the consumer. I am happy that AIA recognised our strengths, capabilities and thinking as we embark on a journey and do great work together,” Patricia Goh, managing director Starcom MediaVest Group Singapore said.

AIA provides insurance for individuals and businesses. The business that is now AIA was first established in Shanghai over 90 years. It is a market leader in the Asia Pacific region (ex Japan) based on life insurance premiums.

AIA is part of the AIA Group.