With new CMO on board, Sun Life calls for Asia-wide regional media pitch

Financial services company Sun Life is looking for a regional media agency partner to deliver media strategy, planning and procurement services across its businesses in Asia. 

The media partner will be responsible for providing consolidated services that will help Sun Life to further develop its media channel strategy and overall media buying and placement performance. The appointed partner will help deliver search engine optimisation, performance marketing, research, and performance analytics across Hong Kong, Malaysia, Singapore, Indonesia, Vietnam, and the Philippines.

The pitch will be led by Sun Life’s regional office in Hong Kong with virtual representation across all key markets.  

“Sun Life has been rapidly growing across in Asia. Now is the right time for us to partner with an exceptional media agency to help deliver even greater performance, and further develop our brand across the region. We are focused on finding a long-term strategic partner that appreciates and is aligned to our purpose of helping our clients achieve lifetime financial security and live healthier lives,” said Sun Life Asia’s chief client experience and marketing officer, David Broom. 

In April this year, Broom joined Sun Life Financial as chief client experience and marketing officer. In the new role, he is responsible for leading the development of the Sun Life brand, marketing, client insight and experience capabilities across Asia to support its transformation and business development objectives.

Broom also aims to develop digital marketing capability across the region that ensures Sun Life collaborates, shares learnings, fails fast but succeed faster, and ensures client insight and analytics underpins everything the company does.

Broom was previously group chief officer, new business models at FWD Insurance. He was with the insurer for six years, joining in 2016 as head of the D2C business and CMO, Singapore. During his time there, he led the digital and eCommerce businesses across the FWD Group and built the company's D2C business while partnering withe banks, agents, and brokers to broaden the company's eCommerce footprint.

Separately in Singapore, the financial services company brought on board VCCP as its creative partner following a closed door pitch. The agency is currently responsible for crafting a brand strategy and narrative that resonates with the targeted high net worth and ultra high net worth client segments in Singapore. At the same time, VCCP Singapore will also aid Sun Life Singapore in increasing brand awareness and building a premium and highly differentiated brand identity. Sun Life Singapore was set up two years ago to serve the growing population of high net worth and ultra high net worth individuals who were drawn to Singapore as a global financial centre. 

Related articles:

Sun Life HK banks on data and star power of Kay Tse to reinforce its position
Sun Life Hong Kong features Ekin Cheng in new year campaign
Sun Life Malaysia cheers on Malaysians with festive Raya song
Sun Life HK banks on data and star power of Kay Tse to reinforce its position