DirectAsia.com extends relationship with IPG Mediabrands

The company, with offices in the two markets and Singapore, has been working with Initiative in Singapore since January last year. The appointment, which was made in August without a pitch, would create a regional alignment of its marketing communications messages across the region.

The insurance company developed a business model of selling insurance directly to customers in Hong Kong and Singapore, without involving any middlemen or costly commissions.

Rachelle Lee, senior manager, marketing at DirectAsia.com, noted that the company looks forward to the sharing of best practices in media planning and buying across all of its offices, identifying economies of scale and leveraging them, following this regional alignment.

DirectAsia.com earlier released a series of Robin Hood campaigns on TV, print and out-of-home to drive messages about getting customers a fair deal, focusing on honesty and transparency as well as helping to change people's negative perceptions about the way insurance is done.