AIA has appointed Starcom Hong Kong to handle all media planning and buying duties in Hong Kong, following a three-way pitch that involved Maxus and incumbent media agency, UM.

Starcom will work on AIA’s portfolio of businesses including AIA Group Ltd, AIA International Ltd and AIA Pension and Trustee.

“We are honoured to be chosen as the media agency for AIA because we are truly inspired by how AIA innovates on their products by understanding their customers’ needs”, said Shirley Lau, deputy general manager at Starcom MediaVest, said in a statement.

UM has held the business since August 2009 and was later appointed to manage its regional business.

Haymans Fung, associate director, group brand & marketing of AIA, added: “Starcom was selected as our media partner because they demonstrated a deep understanding of the financial category, sound media plan and buying strategy, as well as the right mix of new and traditional media expertise.”

“AIA is growing rapidly and we need a partner who shares the same commitment to delivering quality sustainable results with deep understanding of Asia”, she added.

Hong Kong, one of AIA’s top performing markets in Asia, is a key contributor to AIA’s new business growth in this region. Starcom Hong Kong will commence media responsibilities this month.

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