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DirectAsia.com awards media mandate to IPG Mediabrands

DirectAsia.com has awarded its media planning, buying and marketing consultancy duties to IPG Mediabrands. The online insurance company with offices in Singapore, Hong Kong and Bangkok, has been working with Initiative in Singapore for the past year and will extend its business relations with Mediabrands agencies in the two other markets, thus creating a regional alignment of its marketing communications messages across the region.

The insurance company developed a unique business model of selling insurance directly to customers in Hong Kong and Singapore, without involving any middlemen or costly commissions. To promote its simple and affordable insurance coverage for car, motorcycle, home, travel and personal accident, DirectAsia.com, together with Initiative Singapore, released a series of Robin Hood campaigns on TV, print and out-of-home that were aimed at driving messages about getting customers a fair deal centering on honesty and transparency and help change people’s negative perceptions about the way insurance is done.

“After a year of working with Initiative team in Singapore and achieving excellent results for our various campaigns, we are pleased to announce the appointment of IPG Mediabrands as DirectAsia.com’s media agency-of-record, in Hong Kong and Thailand with immediate effect. With this regional alignment, we look forward to the sharing of best practices in media planning and buying across all of our offices, identifying economies of scale and leveraging them,” stated Rachelle Lee, Senior Manager, Marketing, Direct Asia.com.

Responding to the appointment, Pat Lim, Managing Director of IPG Mediabrands Singapore added, “We are very excited about the continued confidence Direct Asia.com has placed in Initiative Singapore. In a way, we strongly connect with the Robin Hood character and the values it upholds. At Initiative, we believe in being fast, brave, decisive and simple, while focusing on our client needs so they can serve their people in a prompt and professional way. We look forward to bringing DirectAsia.com closer to customers through the friendly, bold, enthusiastic and modern Robin Hood.”