What's new in the market - 15 Feb

| 15 Feb 2019

New this week, we bring you two new campaigns launched by AXA, along with people on the move.

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AXA launches new campaign in Singapore “Rewrite the Rules”, and a new tagline across Asia “Know You Can”

Rewrite the Rules

The campaign available in Singapore will run on digital, social and out-of-home platforms. It aims to shine the spotlight on common societal expectations in Singapore and encourages people to rethink, challenge and redefine societal norms regardless of what stage in life they are at.

“Rewrite the Rules” fuels the belief that one can achieve a better life that is right for them even if it means having the challenge the status quo. It also reinforces AXA’s purpose to empower people to live a better life.

Featuring possible scenarios of everyday people across various life stages, the campaign concept comes to life in a 1-minute brand film. AXA will release follow-up videos progressively which delves into each storyline that is featured in the brand film.

View the short film here.

 

Know You Can

AXA launches a new tagline and brand positioning in Asia - “Know You Can”. It will be rolled out across all its markets over the next year.

The brand positioning symbolises AXA’s new promise to its customers, of being the encouraging partner who helps them feel more confident to achieve their goals and pursue further. The new promise plays an integral role in AXA’s strategic ambition to transition from payer to partner to its customers.

The new tagline will be deployed with a global campaign that features tennis player, Serena Williams, who appears in the campaign’s film. Serena will be at the heart of a comprehensive communications campaign featuring other athletes and AXA’s strategic business segments, health, protection and commercial lines insurance, and local market.

Watch the campaign film here.

AXA Hong Kong would be the first to launch the new tagline and campaign, followed by Japan in summer and other regional markets thereafter.

 

People on the move

LIAM appoints new CEO

The Life Insurance Association of Malaysia (LIAM) has appointed Mark O’Dell as CEO. He was President of the Life Insurance Association of Singapore and the Financial Planning Association of Singapore from 2007-2008. Prior to LIAM, Mark was CEO of Manulife Insurance Berhad.

Mark has over 38 years of experience in the life insurance business, out of which, 24 years were in Asia. He was Senior Vice President, South East Asia of Manulife from Nov 2012 to Jan 2016, overseeing Malaysia, Philippines and Singapore. He went on to serve as CEO for the company’s life operations in Indonesia, Malaysia, Singapore and Taiwan.

 

The Geneva Association appoints Secretary General

Photo by News Assurances Pro

The Geneva Association, an international think tank of the insurance industry announced Jad Ariss has been appointed Secretary General with effect 1st March 2019.

Mr Ariss was AXA Group Head of Public Affairs and Corporate Responsibility, and CEO of AXA Middle East & Africa, leading AXA’s operations across 14 countries in the Middle East and Africa.

Back in 1995, Ariss joined AXA as CFO of AXA Global Risks, and became Group Head of Investor Relations. He has also held several senior positions at AXA France including secretary General; Head of P&C commercial lines; Human Resources Director; CEO of AXA Enterprises, and Deputy CEO of AXA France.

 

Chubb appoints new Compliance Director for Indonesia

PT Chubb General Insurance Indonesia (Chubb) has appointed Budi Tatawidjaja as their Compliance Director.

He will join Chubb’s Board of Directors and reports to Tai-Kuan Ly, Chubb’s Country President. His responsibilities include overseeing regulatory matters of the organisation’s business - ensuring best practices and adherence to Chubb’s compliance and regulatory policies and procedures.

Mr Tatawidjaja joined Chubb in 2013 and has over 20 years of experience in the banking, capital market, and insurance industries of both Indonesia and Hong Kong, where he conducted audits and implemented various compliance, regulatory and risk management programs.

 

Take your mind off stress and read these instead:

AIA launches Singapore's first policy that covers mental illnesses

"Without insurance, I wouldn't know where to find the money for my cancer treatment"

Three shocking facts you don't know about the insurance world

 

 

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