Sun Life Indonesia picks M&C Saatchi for creative duties

Sun Life Indonesia has appointed M&C Saatchi for creative duties following a multi-agency pitch that saw six agencies participate. The scope of services includes developing a new brand platform and executing it through the line.

CMO Shirley Ge explained that it was seeking an agency partner that resonates with its values and is brave at challenging market stereotypes in the insurance category. "In M&C Saatchi Indonesia, we found our match," Ge said.

"At Sun Life Indonesia, we have been leading innovation as a fast-growing brand, with a clearly defined brand purpose to help Indonesians families achieving financial security and live healthier lives," she added.

M&C Saatchi's founder and president director, Anish Daryani, said the post-pandemic era has opened people's eyes to the need for financial security, which is great for the insurance sector, which has otherwise seen rather low penetration in Indonesia.

"I believe Sun Life Indonesia is an ambitious brand with a very clear goal, and we are committed to drive value for them with our infectious enthusiasm and channelising their purpose to commerce," he added.

Sun Life Indonesia offers a diverse range of insurance, wealth and asset management solutions to individuals and corporate clients. It operates in a number of markets globally, including Canada, the US, the UK, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. It has been operating in Indonesia since 1985. 

Separately, its Singapore counterpart recently appointed VCCP Singapore to handle creative duties targeting high net worth and ultra high net worth client segments in the country. It is also currently in the midst of an Asia-wide media pitch and the appointed 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 pitch is led by Sun Life's regional office in Hong Kong with virtual representation across all key markets.

The pitch comes shortly after David Broom was appointed as Asia chief client experience and marketing officer earlier this year. He leads the development of the Sun Life brand, marketing, client insight and experience capabilities across Asia to support its transformation and business development objectives.

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