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Aviva shortlists four agencies for global media brief
by Asiya Bakht and Kenny Lim
4-Nov-09, 10:27
GLOBAL - Insurance giant Aviva is believed to have shortlisted Maxus, Carat, OMD and Initiative for its global media planning and buying account, estimated to be worth US$250 million.
Sources suggest that as many as eight agencies had responded to the RFI in the first round but only four have received the RFP.
The insurance company first called the pitch in September in an effort to consolidate its media into one agency or network across the 28 markets in which the company operates.
In the region, the review is expected to affect nine markets: Australia, China, India, Korea, Sri Lanka, Hong Kong, Singapore, Malaysia and Taiwan. It is believed that former CEO of Singapore and Hong Kong at Aviva Shaun Meadows is leading the pitch in Asia-Pacific as part of his new role as regional marketing head.
Both in Asia-Pacific and worldwide, Aviva’s account is split between different agencies.
In Singapore, the company moved its media from ZenithOptimedia to Mindshare last year.
The pitch comes after Aviva actively looked to restructure its advertising duties as well. Last month, Aviva appointed BBDO India as its creative agency as part of a global brand alignment. The agency has been involved with the development of Aviva’s global brand positioning following the company's announcement that all businesses would be transitioned under one global alignment.
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