Singapore - MSIG (Asia) has appointed Saatchi & Saatchi Singapore as their regional brand communications partner for Hong Kong, Indonesia, Malaysia, Singapore and Thailand. This comes after a rigorous 2-month pitch involving four agencies.
"As a new non-life insurance brand entering a low-penetration, competitive market, MSIG needs a great brand vision -- one that's authentic, forward-looking and can be well-depicted in all touch-points of our communications. Saatchi & Saatchi's ideas captured that, simply yet powerfully," said Goh Eng Kiat, Director of Corporate Services, MSIG (Asia).
The 3-year brand communications strategy is tied to corporate social responsibility while tapping on MSIG's core values. It boldly charts where the company will be heading in the future in terms of branding. From July onwards, this will be activated in phases through the line in the interactive, press, events and public relations realms, transcending beyond advertising.
"Throughout the pitch process, we worked closely with MSIG to come up with a holistic proposal backed by strong strategy. We are excited about partnering an organisation that really cares about the communities it operates in. That we believe already differentiates MSIG from the pack," commented Michael Rebelo, CEO, Saatchi & Saatchi Singapore.
This win comes just after Saatchi & Saatchi Singapore's recent victory as Ad Asia's Creative Agency of the Year. However for MSIG it was certainly more than just creative alone that sealed the deal.
MSIG Holdings (Asia) Pte Ltd is part of Mitsui Sumitomo Insurance Co., Ltd (MSI). With more than 100 years' depth in general insurance, MSIG operates in over 40 countries in the Asia Pacific, United States and Europe, of which 16 are in the Asia Pacific. MSI's worldwide net premiums are over US$12 billion with total assets of more than US$80 billion, as at 31 March 2006. It has a AA- financial strength rating from Standard & Poor's.
MSI shares are listed under the Tokyo, Osaka and Nagoya stock exchanges.