AIA settles media pitch for Singapore market

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AIA Singapore has appointed Arena Media as its media agency three months after it called for a pitch. Arena Media will be responsible for AIA Singapore’s media planning and buying, with a focus on developing and accelerating the brand’s digital strategy. The appointment will be effective from February 2021. The length of the appointment was previously said to be approximately three years, and the incumbent on the account is MediaCom.

In a statement to MARKETING-INTERACTIVE, Melita Teo, chief customer and digital officer, AIA Singapore, said it chose Arena Media as its "actionable integrated media strategy leverages data-driven customer insights", which the insurance company believes will propel more meaningful brand experiences. She added that while searching for its media partner, AIA was looking for one with strong industry knowledge as well as leading expertise in digital and performance marketing. “We look forward to the partnership and embarking on this journey together,” she added. MARKETING-INTERACTIVE understands that the work will roll out in February this year.

Arena Media's spokesperson said: “AIA’s relentless focus on innovation makes them one of Singapore’s leading brands and we are delighted to be named their media partner." The spokesperson added that AIA is focused on achieving its goals, centered around providing best customer experiences by deeply engaging its customers to help them meet their health and financial needs. It is also "committed to driving measurable business outcomes by leveraging Arena Media's strength in data, analytics and integration, to further strengthen AIA’s digital presence with a customer-first mindset".

According to its official website, Arena Media uses technology to gain a deeper understanding of consumer behaviour as it acknowledges that traditional approaches no long work and it needs to enruch paid media with a wider, richer communications experience. It is added that the media agency "innovate rather than follow", and aims to make a meaningful difference to brands, businesses, and people. Arena Media has worked with brands such as Carrefour, Domino's, Huawei and LG.

In a bid to live up with its mission of enabling Singaporeans to lead healthier, longer, better lives, AIA Singapore said last month that it has invested over SG$5 million in several community initiatives to support Singaporeans throughout 2020. These include holistic efforts to making quality healthcare accessible to all, providing monetary assistance for its employees, boosting the mental resilience of working Singaporeans amid a trying time for mental health, and creating employment opportunities in the financial sector.

Wong Sze Keed, chief executive officer of AIA Singapore, said in a press release then: “The COVID-19 pandemic has highlighted the important role insurers play in society. It is a chance for life insurers like us to show Singaporeans that we care about their holistic wellness and safeguarding every aspect of their health and wellbeing when they need it the most. We have taken it upon ourselves to find new and timely ways to put our people—our employees, insurance representatives, customers and the wider Singapore community — first by providing them with peace of mind whilst living amid this uncertainty. We will continue to honour this commitment in 2021, delivering on our promise of enabling healthier, longer, better lives.”

Separately, AIA Singapore recently saw the exit of its head of brand and corporate communications, Joanna Ong-Ash, after being with the company after more than 10 years. With her exit, Ong-Ash started her own communications consultancy, Bravery Communications. According to her, Bravery Communications sets out to help brands create compelling narratives that connect bold ideas with the right audience.

Arena Media is part of the global Havas network.

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