AIA appoints leading communications and marketing agency for New Zealand rebrand

AIA is pleased to announce the appointment of Anthem, a leading Auckland-based communications and marketing agency, to oversee the rebranding of AIA in New Zealand.  

The AIA Group, which was founded in 1919, is the largest independent publicly listed pan-Asian life insurance group.  In 2018, AIA completed the acquisition of Sovereign in New Zealand, transforming AIA’s scale and reach and enabling the company to become the largest life insurer in the country.    

While AIA New Zealand has been providing innovative life, personal insurance products, and group insurance schemes in the country since 1981, the company’s brand will be relaunched in 2019.  

AIA New Zealand CEO, Nick Stanhope said: 

“As the largest life insurer in New Zealand, we have an important role to play and we are committed to helping make New Zealand one of the healthiest and most protected nations in the world.  As a customer-centric business, the wellbeing of our customers, and of all New Zealanders, is important to us.” 

AIA’s appointment of Anthem to help tell the story of the AIA brand, and of the benefits of life, health and wellness programmes to New Zealanders, is a reflection of the company’s commitment to its brand promise to help people live healthier, longer, better lives.  

Anthem Managing Director, Jane Sweeney said: 

“We are delighted to be working with AIA.  We are a purpose and values-driven company and are very much aligned with what AIA has committed to in New Zealand.  We are looking forward to working with the team from AIA to support the integration of Sovereign and AIA and with the rebrand of the company in New Zealand.” 

Anthem was chosen to lead the rebrand of AIA in New Zealand due to the company’s integrated communications and marketing offering as well as its broad and extensive client base.   

“New Zealanders can expect to hear a lot more about the good work of AIA this year.  We’re inspired by their commitment to help Kiwis live healthier, longer, better lives.  We will engage all their key audiences in bringing this to life,” Ms Sweeney said. 

AIA will also be launching a new product suite including the market-leading AIA Vitality programme. 

AIA Vitality is AIA’s science-based health and wellness programme, offering customers the knowledge, tools and motivation they need to improve their health, while enjoying lower premiums and other rewards. 

“Vitality will be a game changer.  It will change the conversation about life insurance in this country and will focus on what’s important: health, wellness and wellbeing.  It’s an exciting time for AIA in New Zealand,” Mr Stanhope said. 

For more details, or to arrange for an interview, please contact Craig Glover, Head of Corporate Affairs and External Communications, on 027 275 3405.

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About AIA and Sovereign: 

In New Zealand AIA and Sovereign together employ almost 900 people. Since AIA arrived in New Zealand in 1981, it has consistently provided the market with innovative personal and business insurance products that suit the Kiwi way of life. In July 2018, the AIA Group acquired Sovereign, becoming the largest life insurer in New Zealand. AIA and Sovereign offer a complete range of risk management products that focus on the needs of customers. The companies are both based in Auckland, with regional offices in Hamilton, Wellington and Christchurch. Both companies are members of the Insurance and Financial Services Ombudsman Scheme and the Health Funds Association of New Zealand. AIA has an insurer financial strength rating from Standard and Poor’s of AA-. Sovereign has a rating of A+, from AM Best.

About AIA Group

AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets in Asia-Pacific – wholly-owned branches and subsidiaries in Hong Kong, Thailand, Singapore, Malaysia, China, Korea, the Philippines, Australia, Indonesia, Taiwan, Vietnam, New Zealand, Macau, Brunei, Cambodia, a 97 per cent subsidiary in Sri Lanka, a 49 per cent joint venture in India and a representative office in Myanmar.

The business that is now AIA was first established in Shanghai almost a century ago in 1919. It is a market leader in the Asia-Pacific region (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$221 billion as of 30 June 2018.

AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia-Pacific, AIA serves the holders of 32 million individual policies and over 16 million participating members of group insurance schemes.

AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock code “1299” with American Depositary Receipts (Level 1) traded on the over-the-counter market (ticker symbol: “AAGIY”).

About Anthem

Anthem is an integrated marketing and communications agency and its purpose is to help its clients find their most powerful voice. Channel agnostic and spanning the full suite of marketing and corporate communications disciplines, Anthem offers advisory and agency services including PR, digital, creative, content marketing, production and media buying. The agency, which is about to turn five, has a base of highly valued clients of which it is fiercely proud.