Great Eastern hands media duties to Digitas Singapore

Great Eastern Life has picked Digitas to handle media duties in Singapore, effective immediately. The agency will be responsible for online media buying, planning as well as driving innovation in Great Eastern’s path to digital transformation to enable consumers to become more adept at financial planning.

Digitas will also partner with Starcom to support offline activities. Great Eastern declined to reveal the length of the account.

Great Eastern's head, group brand and marketing Keith Chia said the agency demonstrated strong strategic thinking, coupled with data-driven ideas and an innovative approach to segmentation which is crucial to the business.

Meanwhile, Digitas Singapore's managing director Rika Sharma said Great Eastern life has continued to be at the cutting edge of digital and tech innovation. "Through our partnership, we look forward to enhancing Great Eastern's productivity gains, consumer acquisition, as well as data analytics with an aim to make the company more nimble and efficient.

In March this year, the company appointed BLKJ as its creative and social agency for a period of two years after two multi-agency pitches. BLKJ currently handles the marketing campaigns and content work for Great Eastern.

Last month, the insurance company rolled out a nationwide all-women Individual Physical Proficiency Test (IPPT), in partnership with BLKJ which helped conceptualise the IPPT initiative in the lead up to the Great Eastern Women’s Run. Comprising of the same three stations as the men’s IPPT, the women’s IPPT was designed for women to understand their fitness levels and take proactive steps to plan ahead for their long-term physical health, according to Great Eastern.

This year, it also launched a  “Plan Like A Woman, Plan For The Long Run” campaign in a bid to bring into focus the various aspects of life and to encourage all women to plan and cater for their physical and fiscal health. Meanwhile, Great Eastern also bolstered its management team by bringing on board Dominic Lee as the new vice president, group brand and sponsorship, who currently reports to Chia.

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