Great Eastern Singapore calls integrated marketing pitch

Great Eastern Singapore has called for an integrated marketing pitch covering creative, branding, social and performance marketing. The appointment is up to three years and is expected to be finalised by the end of 2021. BLKJ Havas is defending the account. Great Eastern's spokesperson confirmed the news to MARKETING-INTERACTIVE.

BLKJ Havas was appointed in 2019 to manage creative and social duties beating out then-incumbent Arcade to handle marketing campaigns and content work for the insurer. Keith Chia, Great Eastern's head, group brand and marketing, said previously that the agency has a good understanding of the company's DNA and what it requires for the brand to keep growing.

Last month, Great Eastern worked with BLKJ Havas to launch a campaign calling for Singaporeans to protect their independence by planning their retirement. The campaign used two forty-second sketches to paint a caricature of what it looks like to still be receiving income after retirement. According to the team, a shorter, bite-sized format of storytelling was favoured over the longer-form style that retirement ads usually follow to prevent users from hitting the "skip" button. Aimed at 30 to 40 year olds right up to pre-retirees, Great Eastern’s campaign runs primarily across social and digital, in conjunction with other supporting online content.

Separately, BLKJ Havas recently beefed up its talent pool with seven new hires. They are Fiona Huang as GM, Guilherme Machado and Trong Ronakiat as associate creative directors, Sha Omar as senior account director, Joanna Ortega and Marilyn Poh as senior writers, and Ginger Chia as senior account manager. It also made a slew of promotions within the team and bagged a series of new business wins, among them being coffee and tea company Jacobs Douwe Egberts (JDE). JDE's flagship brands include OldTown, Moccona and Super.

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