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FWD Singapore shifts creative duties to DDB Singapore

Regional insurance company FWD has chosen DDB as its creative agency in Singapore following a three-way pitch.

DDB will handle advertising duties of the online insurer, including for its range of products for the Singapore market, effective 1 August 2018. Marketing understands that the appointment in Hong Kong is a regional one, while the one in Singapore was a supplementary pitch. The account in Singapore was previously held by Saatchi & Saatchi.

FWD Group offers a suite of life and general insurance products including car, travel, and maid insurance. The company launched in Singapore in 2016, building on its regional footprint across Hong Kong, Macau, Thailand, Indonesia, the Philippines, Vietnam and Japan. FWD champions a simple, customer-led approach with a heavy emphasis on digital technology. This follows the appointment of DDB Hong Kong by FWD for the rest of the region earlier this month.

Last year, FWD also partnered up with WE Communications (WE) to establish an integrated communications programme for the emerging insurance brand. Through strategic content creation, influencer partnerships, and media relations, WE was helping to shape FWD’s narrative across owned, earned and paid channels in order to raise its corporate profile, develop a memorable brand story, and generate interest and awareness with target audiences.

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