Carat China has become AIA’s new media agency of record, after pitching against its incumbent PHD and Universal McCann. The monitored adspend of AIA in China in 2008 was US$15 million with aggressive plans for 2009.
Fredy Zhang, manager of corporate communications, AIA, said: “After careful evaluation, Carat’s communication strategy and understanding of our campaign needs stood out the most.”
Seth Grossman, Carat’s MD Eastern China, added: “AIG has a long history in China, its roots go back to its founding in Shanghai in 1919. As AIG’s partner, we will work closely with the client and creative agencies to differentiate their brand and ensure AIA’s products are clearly understood and desired by Chinese consumers in what is a very competitive marketplace.”
Carat is working with AIA’s creative agency in China Bates141 which will deliver an integrated campaign including TV, digital, print, and outdoor to support AIA’s “Project Future” campaign showcasing the many varied aspirations and hope for the future held by the Chinese consumer.