FWD Singapore concludes creative pitch

Insurance company FWD Singapore has appointed Grey Group Singapore as its creative agency. With the appointment, Grey is tasked to lead all integrated and creative campaigns, while offering strategic counsel and advice on brand strategy. The appointment comes following a four-month pitch process that saw 19 agencies vying for the account. The appointment is for one year, with the option to extend for another year. Grey replaces incumbent DDB Asia Pacific, which was appointed in 2018. MARKETING-INTERACTIVE understands DDB did not pitch.

According to Grey Group Singapore CEO Konstantin Popovic, "Through the different meetings and conversations, the teams quickly realised that the visions for the brand both parties had were very aligned, both strategically and creatively. Additionally the two teams found good chemistry and alignment in work styles." "Our vision for the account – in line with Grey’s core proposition Famously Effective – is to drive FWD’s business by making the brand famous through disruptive and innovative ideas," he added. 

Popovic added that the agency is “absolutely thrilled and honoured” to become part of FWD’s next growth phase, adding that the brand’s pioneering spirit and ongoing commitment to innovation present tremendous creative opportunities. “Coinciding with how this category could transform for the better in an ever-changing, fast-paced world, we can’t wait to create famously effective campaigns together,” he said.

Separately last year, FWD called for a media pitch to help scale up its presence in the Singapore market over the next three years. In a statement to MARKETING-INTERACTIVE then, a spokesperson said this will be specifically through ATL activities to increase brand awareness and consideration, primarily driven by direct-to-consumer product advertising. The appointed agency will be tasked to develop an overall media strategy to meet FWD business objectives and product launches, and be deployed across all upcoming campaigns. MARKETING-INTERACTIVE has reached out to FWD regarding the pitch process.

FWD Group offers life and general insurance products including car, travel, and maid insurance. Launched in Singapore in 2016, the insurance company has regional presence in Hong Kong, Macau, Thailand, Indonesia, the Philippines, Vietnam and Japan. According to its website, FWD aims to make insurance simpler for its consumers by leveraging digital technology. This can be seen through its latest initiative in Hong Kong, where it launched an instant claims service through its app which allows customers to receive payments within a short period of time. According to the insurance company, the new service can shorten the claim pay-out process from a few working days to seconds. Submitted claim applications will be processed by its AI assessment engine, and customers are said to be able to receive claims approvals and their payout in a shorter frame of time. 

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