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FWD calls for media pitch in Singapore

FWD calls for media pitch in Singapore

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FWD is looking for a media agency to scale up its presence in the Singapore market over the next three years. In a statement to Marketing, a spokesperson said this will be specifically through ATL activities to increase brand awareness and consideration, primarily driven by direct-to-consumer product advertising.Apart from boosting immediate sales, the ATL activities should also help digital activities such as paid search and search engine optimisation by helping in increasing the search volume. The appointed agency should also develop an overall media strategy to meet FWD business objectives and product launches, and be deployed across all upcoming campaigns.Agencies pitching will need to provide target audience segmentation for each product using available existing information, and share insights and recommendations based on past performances and conduct regular competitive analysis of competitors’ ATL and other marketing activities.FWD has over the past three years been working with Vizeum. The latest RFP is set to release today, with 22 February being the deadline for the submissions.  Thereafter, the first week of March will be for shortlisted agencies to make their first presentations; with a second presentation on the third week, before appointment on 1 April 2019.CMO David Broom said in a statement to Marketing, “As FWD Singapore continues to grow our business, we are looking for a media agency who can partner with us and create a strategy that will take us through our next lap of growth.”FWD Group spans across Hong Kong & Macau, Thailand, Indonesia, the Philippines, Singapore, Vietnam and Japan, offering life and medical insurance, employee benefits, and general insurance across a number of its markets. Established in Asia in 2013, FWD is the insurance business arm of investment group, Pacific Century Group. Agencies interested in this project should get in touch with Mahima, the head of DTC for more info/questions (Mahima.marwah@fwd.com) .

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