AIA picks Invictus Blue as its media agency partner

In a recently concluded multi-agency pitch, AIA Bhd. has awarded its media duties to Invictus Blue Group (formerly known as Zenith Malaysia).

Invictus Blue, whose appointment takes effect from March 2019, is tasked to undertake all forms of media buying for AIA Bhd Malaysia across offline, online and social platforms, including advising on media effectiveness strategy, planning and innovation across all the insurer’s products and brands.

Commenting on the key attributes sought by AIA in its media agency partner, Heng Zee Wang, Chief Marketing Officer of AIA Bhd. said: “In today’s ever-changing media landscape where new marketing tools, techniques and platforms are shaping the way people interact with brands every day, staying imprinted in the consumers’ minds is a constant challenge.

“This is why the agency partner that we look for must not only be technically sound, but is also able to put forward fresh innovative ideas that stem from a good understanding of our business challenges and opportunities. We are glad to have found these traits in Invictus Blue.

“We look forward to working closely with them to further advance AIA’s efforts in reaching and engaging with Malaysians, and in amplifying our purpose of helping people live Healthier, Longer, Better Lives.”

Commenting on the win, Abhishek B, Chief Digital Officer at Invictus Blue Group said ‘We are thrilled to have an opportunity to work together with AIA Malaysia’s passionate team, chasing excellence and innovation in marketing.

“Both our teams believe in pushing boundaries and leading the change, and we are absolutely committed to working together to create greater value for the iconic brand, and impacting Malaysian’s lives positively as we move forward.

“It’s going to be an exciting ride and we eagerly look forward to it.”

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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