Manulife hands creative and digital duties to DDB’s Tribal Worldwide

Manulife has appointed DDB’s Tribal Worldwide Singapore as its agency partner to undertake creative and digital duties for the Singapore market. Manulife confirmed the move to Marketing.

In North Asia, Manulife works with mcgarrybowen, part of the Dentsu Aegis Network.

This is not the first time the agency has worked with Manulife. Just last year in February, Tribal Worldwide developed the brand’s “Ready for Life: both now and later” campaign.

The commercial for the campaign featured Kodaline’s song “Ready” and extended across multiple media channels, including print, out-of home, digital and social. The 40 second commercial takes the audience on a heart-warming journey through some of life’s most defining moments, and positions each of these as an opportunity to be ready.

2016 also saw the change of guard at Manulife Singapore with former AXA marketer Li Choo Kwek-Perroy joining the brand as the chief customer officer and regional head of bancassurance marketing. In her new role, Kwek-Perroy was tasked with added responsibilities for Manulife’s customer centricity, corporate strategy, branding and communications, digital and data analytics and corporate responsibility.

She took over the role in November and replaces Wendy Walker, who was the senior vice president and chief marketing officer of the company since 2015.

The company also hired Cheryl Lim as its vice president for branding, communications and sponsorship. Lim joined the company in December 2016 and was charged with branding, marketing, external and internal communications, along with corporate social responsibility and sponsorship. Lim was most recently head of branding and communications at AXA Singapore.

On a global level, Manulife also appointed Gretchen Garrigues as executive vice president and global chief marketing officer. She was tasked with the company’s global marketing and communications, focusing on global branding as well as ensuring that marketing strategies and the customer experience support global business growth.

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