O&M Advertising Taipei secures Cathay Life Insurance’s creative account

Cathay Life Insurance has a long history in Taiwan and hopes the new creative agency, on a retainer contract, can help it to freshen up the brand.

The company’s media adspend in 2010 was around US$5.15 million.

The win comes after a competitive pitch, which took place in August. Ogilvy says that two other 4A agencies were also involved.

Jennifer Tang, managing director of the agency in Taipei, led the pitch, Tang previously worked on this client account when she was a junior executive at Ogilvy Taipei.

The client previously worked with a lot of smaller agencies on a project basis. Currently it handles PR in house and has engaged Media Palette as its media agency partner.

The agency’s spokesperson commented that Cathay Life Insurance is a well-known and stable insurance company in Taiwan, and the group has gained a reliable reputation among the older generation of Taiwanese. But its challenge now is how to make the brand more appealing to the younger generation.

Nan Shan Life and Fubon are another two major players in the insurance market in Taiwan.

Reported in August, Saatchi & Saatchi Publicis Taiwan won back the Nan Shan Life Insurance account, after its last assignment with the client in 2004.