Sun Life SG hands VCCP creative duties to target high net worth individuals

Financial services company Sun Life Singapore has appointed VCCP Singapore as its creative agency partner following a closed-door pitch to craft a brand strategy and narrative that resonates with the targeted high net worth and ultra high net worth client segments in Singapore.

VCCP Singapore will, amongst other things, assist Sun Life Singapore to increase brand awareness and build a premium and highly differentiated brand identity, which is a new entrant into Singapore’s highly competitive and matured financial services industry. The agency will also be responsible for brand and marketing campaign development and amplification under the global brand tagline "Life is brighter under the sun", brand strategy, digital communications and customer experience.

Work commenced immediately and the first campaign work was launched in March 2022. More brand creation works are currently in the pipeline. While VCCP did not specify the length of the appointment, its spokesperson told MARKETING-INTERACTIVE that the agency is contracted but the appointment is ongoing. "We plan to unlock a new audience for Sun Life and challenge traditional notions of wealth to have more relevant and meaningful conversions with them about wealth and legacy planning," the spokesperson said when asked how VCCP plans to do things differently for Sun Life.

Sun Life Singapore's chief partnership and marketing officer, Michael Wei, said the team was impressed with the breadth of financial services experience from the team at VCCP, their understanding of the emerging needs and ambitions of the company's audience as well as the creativity behind their many works. "We’re pleased to have a strong partner in VCCP to help us establish Sun Life brand in Singapore and challenge our competitors in the market," he added. 

Meanwhile, Craig Mapleston, CEO at VCCP Singapore said Sun Life has a rich and successful history across many markets, and the team is excited to be working with the Singapore team to replicate that success here. "It’s such a competitive category, but also one that needs to move much more at the speed of culture. We’re looking forward to providing a differentiated and relevant choice for modern Singaporeans," he added. 

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. Sun Life Singapore is a branch of Sun Life Assurance Company of Canada, which is a Canada-based global financial services company, started over 150 years ago and has offices in North America, and Asia.

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