PHD wins back NTUC Income

PHD was the incumbent on the business back in 2010 when the account went to Maxus Singapore. At that time, billings were estimated at US$4 million.

Sony Wong, managing director, PHD Singapore said, “It's great to have NTUC Income back in our client portfolio and it is with great excitement that we take this assignment. NTUC Income is a trusted, home-grown brand, embedded in deep social values and PHD will work closely to ensure that NTUC Income engage with their customers through communication formats leveraging the best of traditional and digital media.”

NTUC Income is Singapore’s biggest insurance company and has undergone something of a brand makeover since the appointment of BBH Asia Pacific as its creative agency. In August 2009, an integrated campaign was launched to rejuvenate the company’s brand and positioning. Entitled ‘Made different’, the campaign marked a complete brand identity and communications overhaul for Singapore’s largest life, health and general insurer.

Lynette Ang, senior vice president & head, strategic marketing and communications, NTUC Income said, “The strength of the NTUC Income's brand lies in our DNA of being 'Made Different' as a social enterprise, which underlies our commitment to put people before profits. We look forward to partnering with PHD to drive our branding efforts forward.”

Most recently, NTUC Income rolled out its ‘Disease sale’ campaign from BBH Asia Pacific. Promoting NTUC Income’s health insurance policy, the campaign highlights the significant contrast between the high cost of medical bills in the event of serious illness, versus the much more affordable cost thanks to proper insurance coverage.