AIA's marketing uncertain while Prudential deal pends

According to one agency source close to AIA, pitches that were slated to be completed have not been decided with the expediency initially expressed because no one has a definitive idea how departments will be structured if the deal is signed.

Another source working with AIA anticipated bumpy roads ahead in terms of marketing meetings, while others at agencies close to Prudential suggest Prudiential’s agency alliances will play a more prominent marketing role for both entities.

In March, UK’s Prudential first agreed to purchase AIA from the ailing AIG in what would create the most sizable takeover in the insurance sector. That news has been met with criticism in the months following, with AIA’s CEO Mark Wilson labeling the deal “unworkable” and threatening to quit if the plan moves forward.

In Asia, the merger would have its advantages for the companies as AIA has a strong presence in Greater China, Singapore, Thailand and Philippines while Prudential has a focus in India, Indonesia, Vietnam and Malaysia.

In terms of marketing, AIA works with M&C Saatchi and Leo Burnett, and last year rebranded with its ‘We are AsIA’ and ‘The power of we’ campaigns ahead of its intended IPO, which later stalled.

Meanwhile, Ogilvy & Mather works with Prudential.

Earlier this year, the company also moved its non-China media to Universal McCann. At the time, and an insider at that agency confirmed it was “business as usual across Asia” in light of the impending merger.

AIA is currently holding a digital pitch in Singapore.