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    AIA Awards Creative to Dentsu Malaysia

    The move aims to maximize AIA's branding investments to drive sustainable business growth.

    By Robert Cameron - Feb 24, 2021
    AIA Awards Creative to Dentsu Malaysia

    AIA has awarded Dentsu Malaysia all of its creative retainer services in Malaysia, with immediate effect. The agency is already managing the company’s takaful arm, AIA PUBLIC Takaful Bhd. It will become the sole creative agency of record for the brand.

    “We are deeply honoured to win this business. Our collaboration internally even during Work From Home has been charged with inspiring positivity. The brief was to have AIA at the forefront of consideration for both health and wellness needs. However, one requirement was to not just deliver a “campaign”, but a sustainable communication solution that can be carried forward naturally and touches all the relevant consumer and agent points,” said Michelle Ong, CEO of dentsu One.

    The move aims to maximize AIA’s branding investments to drive sustainable business growth.

    “In an era of hyper-consumption, it is crucial that we partner an agency that not only thinks and acts with speed and agility, but more importantly has a deep understanding of our brand value, requirements and positioning,” said Heng Zee Wang, Chief Marketing Officer of AIA Bhd.

    “After an impressive stint with our Takaful business, we’ve decided to place our trust in dentsu to extend their capabilities in managing the entire AIA brand in Malaysia; creating integrated solutions that will help us build a stronger brand narrative and deeper connection with our customers across multiple touchpoints to ultimately inspire them to live Healthier, Longer, Better Lives.”

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