MetLife picks BBDO as creative AOR in eight Asian markets

The regional appointment follows an agency review in mid-2015.

Argonaut, the brand's global agency of record, will be working with BBDO to ensure MetLife presents a single, unified brand in all markets.

A new creative direction is being led at MetLife by Esther Lee, global chief marketing officer, that is understood to be more consumer-centric and "unbelievably emotional", according to a BBDO spokesman.

Networks included in the pitch included Dentsu and Ogilvy, which had been the incumbents in some of the markets.

Omnicom Media Group will be responsible for media buying and planning across all communication channels for MetLife in Asia. 

“BBDO impressed us with their outstanding creative capability, cohesive regional account management team, and their ability to formulate consumer insights that excite consumers across the region,” said Ralph Brunner, chief marketing officer of MetLife Asia.

Before this deal, BBDO's Hong Kong office worked on two campaigns tasked to help Metlife heighten brand awareness, mainly via its canine ambassador Snoopy.

According to MetLife, it has a customer base of 24 million in Asia and is in expansion mode.