AIA Singapore shifts social media account from Social@Ogilvy

AIA Singapore has shifted its social media account from Social@Ogilvy to home-grown local agency Dstnct.

The agency won the social media business of AIA Singapore, after a pitch against two other agencies in October. The appointment will see Dstnct handling both strategy and management, across AIA’s key social media platforms. The appointment is for the Singapore market and for a period of one year.

Joanna Ong–Ash, head of brand and corporate communications said: “The increasing focus on digital marketing, effected a change in AIA’s brand strategy. Our management has decided that an agency with deep social and digital expertise, as well as the ability to provide fresh perspectives to creatively navigate the complexities of our volatile landscape, would generate conversations and initiatives, crucial to refreshing the image of AIA Singapore.”

"The decision to appoint Dstnct, was then made in the hope to better connect with our target audience and grow our digital presence in Singapore.”

Lesner Chua, managing director of Dstnct, said: “We are very proud to be given the opportunity to work with AIA Singapore, which continuously strives to be the undisputed number one life insurer in Singapore. Dstnct believes in pursuing effectiveness beyond anything else and the team behind the account is revved up to produce work that matters, to the business and its customers.”