Racheal Lee
Mar 6, 2012

DirectAsia.com picks Initiative Singapore

SINGAPORE - Online insurance company DirectAsia.com has picked media communications company Initiative to handle its media planning and buying duties in Singapore.

Rachelle Lee, marketing manager at DirectAsia.com
Rachelle Lee, marketing manager at DirectAsia.com

The insurer aims “to change your insurance experience. Life’s complicated, your insurance doesn’t have to be!”. The agency will work to get this message across town as well as increase brand awareness.

“As a Singapore insurance company we're in touch with the needs of our clients and with the marketplace in general. We know the Singapore consumer and we respond with tailored insurance products and services that suit individual needs,” said Rachelle Lee, marketing manager at DirectAsia.com.

“I am very pleased to work with the team at Initiative Singapore. We were impressed with their work and what they presented which demonstrated a thorough knowledge of our brand and an understanding of what is required to reach our business goals,” added Lee.

Commenting on the win, Pat Lim, managing director of Initiative Singapore said, “We are very excited to work with a forward-thinking online insurance firm who are bringing a new proposition to savvy consumers. We will work to create visibility and understanding of what DirectAsia.com stands for.”

Lim was appointed as managing director of both UM and Initiative Singapore last year.

Across the region, Initiative has seen several business wins recently, including AirAsia and Mini in Thailand; as well as pharmaceutical brand SOHO Group, Nestlé Nescafé and Heinz ABC in Indonesia.

Related Articles

Just Published

13 hours ago

Annette King leaves Accenture Song and steps back ...

Moving from Publicis to join Accenture Song in 2023, King's decision comes in the wake of a recent health experience.

15 hours ago

Former Forsman & Bodenfors CEO Toby Southgate joins ...

Toby Southgate had left Forsman & Bodenfors last October as global chief executive.

23 hours ago

Not a masterpiece but Skyn's V-Day ad ditches ...

EXCLUSIVE: Skyn lands precious konbini shelf space in Japan’s cutthroat convenience store market. The brand announces that with a cheeky spot and an empowered protagonist.

23 hours ago

How brand honesty can cut through the clutter of ...

Amid a flood of internet micro-trends, brands can stand out by using data to offer genuine insights about their products to consumers.