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THE PHILIPPINES, JANUARY 2012: Aspac outgunned two competitors in the Insular Life review, winning the brief just hours after its pitch presentation.
“It was the fastest win anyone ever experienced in Aspac,” an agency spokesperson said, adding that the agency had presented a fully-integrated campaign.
The agency said it beat the incumbent and an undisclosed agency for the account. Aspac, however, said the client had forbidden it from disclosing the identities of the other two agencies in the December 2011 review.
Founded in 1910 as the Philippines gained independence, Insular is today one of the largest insurance companies in the country.
Aspac identified two key challenges in marketing an insurance client. The first, according to its associate vice president and executive creative director Kat Limchoc, is to ensure the sector remains relevant to Filipinos.
“The other challenge would be to create a positioning that is distinct in the category while making sure it is a message grounded in the DNA of Insular Life, not just as a brand but as a company,” added Limchoc.
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