Tokio Marine Asia hands FALCON digital and social duties for SEA

Tokio Marine Asia has appointed FALCON Agency as its agency for social strategy, digital content creation, campaign support and community management. The appointment is for a period of one year and covers the Southeast Asia markets.

This follows a pitch launched in the fourth quarter of last year which saw the incumbent agency Social Metric, among others, vying for the account. Tokio Marine confirmed the move to Marketing, adding that the agency is currently at the transition-handover stage.

“Social Metric has supported us well over the past year and we appreciate that they have been with us as we navigated the social space,” a Tokio Marine spokesperson shared.

According to the brand, the agency was chosen as it demonstrated a deep understanding of content strategy development through its initial interactions. Through the partnership it hopes to take Tokio Marine to the next stage of its social media journey.

“We are excited to work with FALCON Agency and we are confident that together we will continue to find better ways to connect with our customers and online audience across the region,” Benito Mable, VP Tokio Marine Asia, said.

In September last year, Tokio Marine Singapore's life arm launched a campaign to encourage couples to start discussing their financial future and post-retirement aspirations with one another. Called #IKnowYouBest, the campaign features four local couples of various backgrounds imagining their future together, and highlights the sometimes-differing expectations and dreams they have for their post-retirement lives.

In 2015, it also launched a company wide rebranding initiative that unifies its Tokio Marine Life and Non-Life marketing efforts in Southeast Asia. It also launched its first ever regional campaign, "Ready for What’s Next". The brand strategy and look and feel have been defined by The Brand Union, while the integrated regional campaign has been developed by Havas Worldwide.