Manulife has added on The Secret Little Agency (TSLA) and TBWAAsia to its regional panel of agencies for creative services in Asia following a pitch handled by R3. Four other agencies were said to be vying for the business. The appointments are for a period of two years.
Confirming the appointments to Marketing, Francesco Lagutaine, chief marketing and experience design officer at Manulife Asia said that its criteria was clear – to find the best agency who will partner with it. This comes as the organisation transforms its business to become a digital, customer-centric leader.
“We were impressed by TSLA and TBWA’s approach to understanding customers in the development of their campaigns and look forward to partnering with them in our ambitious transformation,” Lagutaine added. TSLA has kickstarted work with Manulife in Singapore, and will be advancing discussions with other markets in the region, the statement added.
Julia Wei, general manager at TSLA added that the chemistry had been great from the start and has followed through in each and every Manulife connection TSLA has since made. This is from the global CMO to the regional marketing team to the local CMOs met thus far.
“What’s exciting for us is that everyone knows Manulife, but may not be aware of its evolution as a brand to-date. Building on the momentum we’ve seen with the brand in the past year, we’re looking forward to making Manulife visibly present and relevant again in the region through creativity,” Wei added.
“We’re delighted to be working with Manulife who have big plans and ambition to disrupt their category, and we know we’re the perfect partner to help them do that. The work will have a strong focus on culture, with a model that puts data and technology at the heart of their marketing business,” Ian Pearman, president, TBWAAsia, said.
Marketing has reached out to Manulife to clarify the split in duties. In Hong Kong, Manulife works with mcgarrybowen, part of the Dentsu Aegis Network.
Last year, Manulife also appointed DDB’s Tribal Worldwide Singapore as its agency partner to undertake creative and digital duties for the Singapore market.