DirectAsia appoints creative agency

The global specialist insurer Hiscox, has appointed Lowe and Partners network duties for DirectAsia.The win marks the first piece of integrated business bagged jointly by Lowe and digital division Lowe Profero in Asia since the acquisition of Profero in January of this year.The DirectAsia account will be led by a combined Lowe and Partners network team operating from Singapore, with the integrated agency team handling DirectAsia’s regional brand, digital, activation, and experiential marketing. The new work will launch in Singapore and Hong Kong in early 2015.Annabel Venner, global brand director, Hiscox, said: “We selected Lowe and Partners for their strong integrated ideas, and we definitely feel that there is a constructive chemistry with the agency. The agency clearly had a deep understanding of our target consumer, and strategically, they were able to bring cohesiveness to seemingly diverse elements of the communications programme.”Hiscox acquired Singapore-founded DirectAsia in a high-profile deal this year, with plans for considerable investment in the business. DirectAsia is one of the leading direct-to-consumer insurance providers in the region.Wayne Arnold(pictured), global CEO of Lowe Profero said that the future was to create a seamless and integrated offering for clients.“Working together with DirectAsia demonstrates that vision, with as much focus on the copy of a Google keyword as a TV or print execution,” he added.Lowe and Partners management team is headed up by Asia Pacific regional president, Rupen Desai, alongside Lowe Profero’s global CEO Wayne Arnold and Southeast Asia MD Stuart Edwards. They will lead the combined Lowe and Partners business in Southeast Asia.