Direct Asia aligns regional media with IPG

DirectAsia.com has extended its regional media duties with IPG Mediabrands, handing the agency responsibility for Hong Kong and Thailand.The insurance company has worked with Initiative in Singapore for the past year and will extend its business relations with Mediabrands agencies in the two other markets.Singaporean branch has worked on a series of Robin Hood campaigns on TV, print and out-of-home media placements that were aimed to eliminate negative perceptions of insurance by honing in the messages of honesty and transparency.“With this regional alignment, we look forward to the sharing of best practices in media planning and buying across all of our offices, identifying economies of scale and leveraging them,” said Rachelle Lee (pictured), senior marketing manager of at Direct Asia.com.