M&C Saatchi in Indonesia Wins Sun Life Indonesia Account

Anish Daryani, Founder and President Director of M&C Saatchi Indonesia

M&C Saatchi Indonesia has been awarded Sun Life Indonesia business in 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.

Sun Life Indonesia is a leading international financial services organization providing a diverse range of insurance, wealth and asset management solutions to individuals and corporate clients. The brand operates in a number of markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda.

Sun Life Indonesia has been operational since 1995, and provides clients with a comprehensive range of protection and wealth management products, including life insurance, education insurance, health insurance, and retirement plans. The brand’s purpose is to help our clients achieve lifetime financial security and live healthier lives.


Today, Sun Life Indonesia provides innovative products to our clients through a network of 4,858 advisors and 78 independent marketing offices from conventional distribution, 1,199 advisors and 29 independent marketing offices from sharia distribution, and 617 advisors from partnership distribution across Indonesia.

Shirley Ge, Chief Marketing Officer, Sun Life Indonesia, 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. We were seeking an agency partner that resonates our values and is brave at challenging market stereotypes in the insurance category. In M&C Saatchi Indonesia, we found our match.”

Anish Daryani (pictured), Founder and President Director, M&C Saatchi Indonesia, 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.”

Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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