In the wake of a multi-agency pitch held in Singapore, Publicis has been assigned the regional assignment for the Aviva brand campaign rollout in Asia. The markets to be covered include Hong Kong, Singapore, Australia and India. For the record, the agency already handles Aviva in India, and the account size is upwards of Rs 10 crore this year.
Based on Publicis India’s relationship with Aviva India of more than three years, Publicis was invited for the pitch for the regional brand campaign development and rollout across India, Australia, Singapore and Hong Kong, and won the business. The assignment is primarily to enhance awareness of Aviva across these four markets, and to make sure that the brand has a uniform and relevant meaning across the region.
Nakul Chopra, CEO and MD, Publicis India, commented, “We are extremely proud to have been invited for this pitch, and then to have been selected. Aviva is a special business for Publicis in India — one that is based on solid partnership and proven results. I am very happy that we will now have opportunity to extend the relationship through APAC.”
Matthew Godfrey, COO, Publicis APAC, added, “Finance is possibly one of the most exciting categories across Asia. We have done some commendable work for Aviva in India. To now be awarded the responsibility to help build their brand in key markets across Asia is a fantastic opportunity for the Publicis network.”
The size of this assignment is slated to be in the region of $ 6 to 8 million in 2007 itself, and the campaign will be rolled out across markets in July 2007, with Publicis India leading the business as a regional hub team for these four markets.
Partha Sinha, Regional Strategist, Publicis APAC, said, “We have approached a regional campaign in a unique way. Typically, regional campaigns end up becoming the lowest common denominator. This Aviva work will be a totally fresh approach where we have used more of social insights than traditional consumer insights. The idea was not to get a universal truth, but something that would accommodate the fabric of each market.”
The core pitch team was made up of Geoff Swanson from Australia, Sue McCusker from Hong Kong, Christina Lim and Sushobhan Mukherjee from Singapore and Sandeep Madan from India. The creative team of Ramanuj Shastry and Prateek Bhardwaj was led by Calvin Soh, Matthew Godfrey and Partha Sinha.