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Maybank’s Etiqa Insurance on the hunt for creative agency

Etiqa Insurance, the insurance arm of Maybank Group, has called for a creative pitch. According to a brief seen by Marketing, the appointed agency will work on a Singapore campaign that is expected to launch late November/early December and will run until the end of 2017.

The campaign is also a “test bed” for Etiqa to find a retainer agency for 2018. The integrated advertising campaign will run across print, digital and radio, and the account is valued to be a minimum of SG$30,000, the brief stated.

Marketing has reached out to Etiqa for comment.

In August last year, Maybank selected Leo Burnett Singapore as its creative agency of record. The appointment was the first for Maybank as it formally engages a creative agency of record in Singapore. Months later, the bank appointed Initiative, a subsidiary of IPG Mediabrands, as it regional media agency. The incumbent on the account was Zenith, which held the account for the past nine years. This followed a review it called in October 2016.

Launched in 1961, Etiqa is 69% owned by Maybank and 31% owned by Ageas, an international insurance group. In 2016, it developed the “Reach Safe” campaign with Y&R Singapore, which points out the dangers of phone usage while driving. As part of the campaign, Etiqa launched a magazine ad insert that doubled as a safe mode phone pouch, raising awareness that phone usage while driving is 23% more dangerous than drunk-driving.

 

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