Great Eastern SG ensures regional marketing strategy with latest agency appointment

Great Eastern Singapore has reappointed BLKJ Havas to manage the integrated marketing functions for three years following a pitch with a number of agencies. The nomination covers creative, social and performance marketing and extends beyond Singapore to include Malaysia, Indonesia and Brunei. The insurer appointed BLKJ Havas for the first time in 2019, transferring the functions of Arcade.

Colin Chan, MD, group marketing, said INTERACTIVE-MARKETING that BLKJ Havas has helped support its vision to convey the brand in a thoughtful way, bringing it to life through the marketing funnel and through the various pillars of its business.

“We were able to communicate our brand story authentically and empathetically, to demonstrate that our customers are at the heart of everything we do. As a Life company, we are fully committed to providing them with the assurance that we are helping them. allow them to live the test of life as they pursue their dreams. We look forward to continuing our partnership to win the hearts and minds of customers here and in the region for this next round, ”Chan added.

Meanwhile, Rowena Bhagchandani, CEO and Co-Founder of BLKJ Havas, said the team is excited to join its business partners to continue working together to become one of the most relevant, progressive and successful brands. innovative not only in Singapore but across South East Asia. “The Great Eastern may be over 113 years old, but it continues to move and grow at an incredible rate, even in these uncertain times,” she said.

Since her appointment in 2019, BLKJ Havas has created several campaigns for Great Eastern, including the “Great Eastern Women’s IPPT”; “Undefeatable”, a video clip co-produced with disabled artists; and “Live #Lifeproof” brand platform.

Joji Jacob, creative partner and co-founder of BLKJ Havas, said the insurer is one of the most significant brands the agency has had the privilege of working on. “His products save lives and have a wonderful story. And that gives you all the inspiration you need to tell a great story. Now that we have an even bigger audience with this regional gathering, we have the opportunity to have a bigger impact than ever before, “said Jacob. The victory follows several other new business wins in 2021 for BLKJ Havas, such as Endowus, Amazon SG and Jacobs Douwe Egberts.

Earlier this year, Great Eastern worked with BLKJ Havas to launch a campaign calling on Singaporeans to protect their independence by planning for retirement. The campaign used two forty-second sketches to paint a caricature of what it feels like to continue to earn an income after retirement. According to the team, a shorter, bite-sized storytelling format was preferred over the longer style that retirement announcements typically follow to prevent users from hitting the “ignore” button.

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