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AIA CMO on how it is preparing for the future of marketing


By Shawn Lim, Reporter, Asia Pacific

September 19, 2019 | 5 min read

Hong Kong-based insurer AIA wants to ensure that as it prepares for technological changes and disruptions, it does not lose its core philosophy of being customer-centric, says Stuart Spencer, the insurer’s group chief marketing officer.


AIA says it is important for advertisers to realise that the world is changing more rapidly than ever.

He says the group is deeply committed to delivering its brand promise of empowering “Healthier, Longer, Better Lives”, which is a reflection of what AIA stands for and what it does as a company.

“Even as the digital, financial, and insurance industries undergo rapid changes, it is crucial that our brand promise remains a constant, and we will never relent in our mission of being there for our customers every step of the way,” explains Spencer.

“This is especially relevant today, because Asia is getting wealthier but definitely not healthier, and we see this in the rapid rise of lifestyle-related diseases across the region.”

He points to propositions like AIA Vitality as evidence that the insurer is committed to addressing this trend.

Ho Lee Yen, the chief customer and marketing officer at AIA in Singapore had previously told The Drum about how AIA uses health and lifestyle initiatives like the AIA Vitality Weekly Challenge, AIA Family Fest, Fitness Fest by AIA, and AIA Glow Festival to go beyond the traditional insurance model and invests in its customers’ health.

“We are constantly expanding our online presence as customers today are very likely to do their own research online before buying insurance offline. Our role as marketing professionals is to support our team both online and offline,” says Spencer.

“We use technology to help our agents become more efficient, more effective and more productive which results in a trusted, caring and experienced agent experience for our customers.”

AIA also recently joined forces with Singtel to incentivise healthy behaviours and grow customer loyalty through the launch of wellness platform StepUp.

With 2020 fast approaching, Spencer says it is important for advertisers to realise that the world is changing more rapidly than ever.

On its part, the insurer recently extended and expanded its partnership with Tottenham Hotspur, which it began sponsoring in 2013. The partnership was first extended in 2017 when AIA became the club’s global principal partner.

The new extension will be until the 2026/27 season and will see AIA continue to appear on the front of the club’s Men’s, Women’s and Academy team’s shirts in all competitions.

Spencer says together with Spurs, AIA has been able to co-create a proposition for their customer that goes beyond the business of insurance and ensuring that its customers’ protection needs are adequately met.

He points out that Spurs has a huge following in Asia and the insurer’s partnership with the football club has enabled it to demonstrate the power of the “Healthier, Longer, Better Lives” slogan.

“The partnership with Spurs’ goes beyond football, the Club, including its players, coaches, and fitness staff, work with us to bring to our markets a broad range of health and wellness campaigns,” he says.

“For instance, with the recent 2019 International Champions Cup (ICC) Singapore Presented by AIA Singapore matches, we worked with Spurs to leverage the entire country’s attention and excitement for the ICC to rally local communities and make a real impact on the lives of our customers and the beneficiaries of our CSR programmes.”

He claims that through this partnership, AIA has reached millions of people with the aim of supporting health and wellness through engaging content across multiple touchpoints including digital platforms, as well as community events such as football clinics and youth football development programmes.

“These initiatives demonstrate AIA’s strong commitment to promoting the benefits of healthy living, and they are great examples of how AIA is leading the way in encouraging people to take control of their health and make changes that benefit themselves, their families and society at large,” he says.

This is part of The Drum's Marketer of the Future coverage for 2019. You can read our coverage here.

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