Sun Life concludes media pitch for APAC

Sun Life APAC has appointed WPP Media to handle the media buying and planning for the brand's digital and brand remit, following a competitive pitch in July this year, as confirmed to MARKETING-INTERACTIVE. 

The appointment will last for two years and covers Hong Kong, Philippines, Vietnam, Indonesia and Malaysia. 

It is understood that WPP Media was selected due to its strong understanding of local market nuances, as well as its proven multi-market capabilities. Additionally, the global team has a forward-looking message they would like to incorporate, highlighting its shared vision for the future. The incumbent was Havas Media.

This win follows the group’s global investments in AI, and specifically its AI platform for marketing, WPP Open. WPP Open is a driving force behind the innovation and technology advancements internally and in their work with clients, with Open Media Studio for example, being a strong area of focus.

WPP just announced last week, the launch of WPP Open Pro, a new edition of WPP Open that empowers brands to plan, create and publish campaigns independently – designed to put AI capabilities into the hands of brands around the world – such as agile performance marketing teams to smaller but growing businesses. With this move, WPP becomes the first major holding company to expand access to its marketing technology stack globally – providing an entry point for a wider range of brands with different scale and budget considerations to engage with its agencies and capabilities.

"We are thrilled to partner with WPP Media for our media buying and planning needs across Sun Life Asia. Its deep understanding of local market dynamics and proven multi-market capabilities will ensure we deliver innovative and impactful campaigns that resonate with our diverse audience and enable us effectively communicate our purpose of helping our clients in achieving lifetime financial security and living healthier lives," said Mahima Marwah, regional chief customer experience and marketing officer, Sun Life Asia. 

"Winning Sun Life Asia is a testament to our strategic vision, creative power, and robust data platforms. We're excited to drive their regional growth, building on our strong momentum in Hong Kong for global clients," said Michael Beecroft, Northeast Asia CEO, WPP Media. 

Don't miss: How Sun Life HK ignites interest in retirement planning with Siheyuan campaign

On the other hand, Sun Life recently launched a campaign that incorporated the concept of Siheyuan (四合院), the traditional four-walled Chinese courtyard house, introducing its new "four-in-one retirement solution”.

The four pillars of the solution include the “RetireFree” immediate annuity insurance plan, the policy reverse mortgage programme and the reverse mortgage programme, and a Sun Life MPF fund providing stable income, all designed to help clients tackle financial challenges such as longevity and rising medical expenses for a worry-free retirement.

Running throughout the third quarter of 2025, the campaign features a 45-second video with local artist Raymond Lam, who shares his personal insights on the importance of financial planning for a secure future and how Sun Life’s new retirement solution reflects the architectural philosophy of Siheyuan, providing stability for families.

Photo courtesy: Sun Life Philippines' Facebook

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