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Socialyse wins AIA Singapore account, named social media agency of record

SINGAPORE —  AIA Singapore has appointed Socialyse as its social media agency of record following a competitive pitch. Effective from April 2024, this appointment will see Socialyse handle content creation, social media strategy and management to drive consumer engagement for AIA Singapore.

Kenny Yap, Managing Director of Socialyse, Havas Play and Havas Red, expressed his enthusiasm about the partnership, stating, “We are thrilled to provide AIA Singapore with our integrated services together via Socialyse, Havas Play and Arena Media. We know the power of integration and continue to see this unique offering help clients achieve their brand, communication and commercial objectives. With our shared commitment to delivering meaningful impact, we look forward to supporting AIA Singapore to deepen their engagement with customers and the community through more purposeful storytelling.

The appointment follows the launch of Confessions Of A Liar, a five-minute heartwarming thematic film, which comes as part of unveiling AIA Singapore’s newest critical illness plan, AIA Ultimate Critical Cover (AIA UCC). The film explores the intricacies of familial bonds, conveyed through the playful dynamic between the middle-aged protagonist and his mother through the different seasons in his life, including a phase of critical illness.


AIA Singapore also reappointed Arena Media Singapore, which is part of the Havas Media network as its media agency of record to lead AIA’s media planning and buying across traditional and digital channels.

Allison Chew, Head of PR, Brand, and Marketing at AIA Singapore, commended the agency’s expertise, stating, “We look forward to working alongside Socialyse, tapping onto their robust social media offering and seamless integrated services to further engage our customers and the community with more compelling content that resonates with their evolving needs. Together with Arena Media, we are confident in the network’s ability to drive synergies and effectiveness.”

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