Hong Kong - American International Assurance has finalised the last piece in its wide-ranging agency review, hiring Universal McCann to run its media buying business.
Universal joins a roster of agencies which includes M&C Saatchi, appointed to handle AIA's corporate advertising, Leo Burnett to run its regional consumer business and wwwins Consulting, which launched AIA's revamped website in late July.
All appointments are part of AIA's re-branding project launched in May this year to unify its brand across the region and distance itself from its disgraced parent company AIG.
AIA, one of the largest life insurers in the region, is looking to list on an Asian stock exchange.
The company has today kick started the first part a brand campaign to run across the region under the tagline of "We are Asia". Hong Kong is the first market to carry the M&C Saatchi advertising.
AIA last month renamed its iconic AIG Tower on Connaught Road to AIA Central.
