Bates CHI&Partners Singapore wins AIA account

Bates CHI&Partners Singapore has been appointed as lead integrated agency by life insurance company AIA. Incumbent TBWA has held the account for the past three years but declined to take part in the review.

Christina Chong, Managing Director of Bates CHI&Partners Singapore said, “We’re committed to helping AIA Singapore drive engagement, build customer loyalty and establish themselves as the insurer that gets their customers’ real life needs. In recent months, we have been experiencing momentum with like-minded clients who have steered away from traditional tried-and-tested options to embrace bolder ideas. AIA is definitely one of these forward-looking brands we love having in our stable, to partner with to create solutions that solve their business needs”

Joanna Ong-Ash, Head of Brand and Corporate Communications at AIA said, “With our vision to be the undisputed number one life insurer in Singapore, we needed to partner with an agency which demonstrates strategic capability to redefine our dialogue to our customers in a more integrated way. We’re keen to leverage Bates CHI&Partners’ expertise to help us take our brand to the next level.”

The account will encompass integrated through-the-line responsibilities such as above-the-line, below-the line, digital, content and internal marketing.