FWD Takaful has appointed Entropia Noir and GO Communications to manage media and social media duties, as well as communications duties respectively. GO Communications has also been given the mandate to launch and amplify its brand presence in Malaysia, in addition to handling PR and marketing-related duties for local initiation.
Erin Hwang, FWD Takaful's CMO, said the company has a technology-driven mindset with a vision to change the way consumers feel about takaful. Entropia demonstrated to the company that it shares that vision. As for GO Communications, Hwang said it required a committed and like-minded partner to support FWD Takaful in its mission to establish its brand presence.
Entropia's appointment is for a period of two years with the option to extend for another and follows a pitch held in April. Meanwhile, GO Communications' appointment follows a pitch held in June this year.
"GO Communications has clearly demonstrated it is an agency that is both creative and strategic in its thinking to champion the FWD Takaful brand and we’re really looking forward to working with the team," Hwang added.
Ramakrishnan CN, partner at Entropia Noir, said: “FWD Takaful believes in empowering people to live their lives without hesitation and it’s a company that is native to the digital age – sophisticated yet simple. We are honoured to be part of their team.”
Meanwhile, founder and senior partner at Entropia Noir, Prashant Kumar, said FWD Takaful is "a business from the future" - bold, disruptive and visionary. "We’re inspired by them to mirror the same attitude in our industry and look forward to a successful partnership together," Kumar added.
CEO of GO Communications, Peter de Krester, said FWD Group has developed a unique and highly respected brand presence in the multiple markets where it operates, and the agency is proud to help fly the flag for the company in Malaysia, illuminating the local market with its distinct vision.
“It’s truly a privilege to be working with such an exciting brand and we look forward to doing some great things with them as FWD Takaful establishes its presence in Malaysia," he added.
Established in Malaysia this year, FWD Takaful is the first takaful business of FWD Group, a pan-Asian insurance business of investment group Pacific Century Group. Its business spans Singapore, Malaysia, Indonesia, the Philippines, Vietnam, Japan, Hong Kong and Macau. Last year, its Singapore counterpart shifted creative duties from Saatchi & Saatchi to DDB following a three-way pitch.
In March this year, FWD Group successfully completed its acquisition of HSBC Insurance (Asia Pacific) Holdings’ 49% stake in HSBC Amanah Takaful (Malaysia). As the largest shareholder in the joint venture, it renamed the business FWD Takaful. The operation marks FWD's ninth market entry across the region. Thereafter, the company appointed Salim Majid Zain as its CEO, who will be responsible for leading, overseeing and growing all aspects of the business.
(Photo courtesy: FWD Takaful's website)