NTUC Income concludes integrated media pitch

NTUC Income has appointed OMD Singapore to manage integrated media planning and buying campaigns for two years following a pitch held in August. MARKETING-INTERACTIVE understands that the account is valued at SG$5 million and at least three major media players were vying for the account. Incumbent dentsu, which has been working with NTUC Income since 2018, defended the account. According to OMD Singapore, the agency won the pitch by presenting a strategic media planning approach tapping on its capabilities to deliver efficient and targeted campaigns.

Income's head of digital business, Anny Huang, said the company is on a mission to better understand its customers’ needs online and offline, leveraging data and marketing technology. "To keep our new brand promise of 'Made Yours', we need our media strategies to deliver the most seamless and delightful customer experiences as well. With OMD's understanding of our business and martech stack, we know that their appointment as our new media partner will bear fruit on our journey towards a financial planning experience made more personal," Huang explained.

Meanwhile, OMD Singapore's MD, Sadhan Mishra, said the team is ecstatic to learn that its strategic and no-nonsense approach to the pitch resonated with Income. He explained that Income understands the significance of finding the right balance between building a strong brand and delivering effective business performance.

"These two important elements should go in tandem to achieve successful campaigns. Their internal investments in people, processes and technology demonstrate progressive thinking, which is consistent with our own ambitions. This is homecoming for Income at OMD Singapore and we are excited to start this rewarding partnership," he added. Mishra was promoted to his current role in May this year, according to his LinkedIn. He was previously GM of OMD Singapore, joining from the Shanghai office where he was MD. He also worked at MediaCom Singapore previously.

NTUC Income recently expanded into three Southeast Asian markets through strategic partnerships with VSure Tech in Malaysia, Central Asia in Indonesia and Joint Stock Insurance in Vietnam. These strategic alliances are built on Income's Insurance-as-a-Service model that enables the company to bring digital-first insurance business models to partners overseas, enhance their speed-to-market, and equip them with the right capabilities and tools to capture new customer segments and revenue streams.

It also witnessed a change in its marketing leadership after Marcus Chew left his CMO role to join Lazada as group CMO. He was previously with NTUC Income as CMO for over six years, during which he supported the growth of all business lines through data integration, as well as manage and maximised the effectiveness of marketing investments, his LinkedIn said. Under Chew’s leadership last year, NTUC Income took home the gold award for Excellence in Personalisation Marketing at the Marketing Excellence Awards 2020. 

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