Philippine News

New Business: Happy Marketer strengthens presence in the Philippines with appointment by AIA Philam Life

MANILA, PHILIPPINES — Dentsu Aegis Network’s award-winning digital marketing agency, Happy Marketer, a Merkle Company (Happy Marketer) expands its data-driven marketing offerings into the Philippines with its appointment by the market’s leading life insurance company, AIA Philam Life.

With the appointment, Happy Marketer will be tasked to lead technology and best practices for a data-driven marketing strategy that will allow AIA Philam Life to effectively reach out to more Filipinos. The partnership is expected to further enhance the ongoing digital transformation initiatives that AIA Philam Life is going through, and will enable the life insurer to better understand its customer segments and recommend need-based improvements, leading to more satisfied customers. Happy Marketer will also identify and implement data-driven use cases that will allow for segmented-based personalisation and relevant integrated customer communications.

“By using website analytics in consonance with data management policies and standards, we are able to extract actionable insights valuable in digital marketing. This, in turn, will allow us to support our customer-centric thrust of giving customers a seamless and delightful experience,” said AIA Philam Life Chief Marketing Officer Leo Tan. “We’re excited that the partnership with Happy Marketers will allow us to take a more holistic approach with our digital transformation, and looking forward to working with Sanchit’s team to make the most out of our digital data.”


Sanchit Mendiratta, Chief Growth Officer at Happy Marketer, said “We are delighted that AIA Philam Life has chosen Happy Marketer to support its mission of racing against risk to protect every Filipino family. This is a vote of confidence of Happy Marketer’s strong track record in transforming customer reach and experiences through targeted data-driven marketing. With our understanding of the digital data environment as well as overall consumer mindset and behaviours in the Philippines, we believe that Happy Marketer is well-placed to help upscale AIA Philam Life’s data strategy to supercharge the digital transformation initiatives and further the digitisation initiatives. We are excited to work closely with AIA Philam Life team to leverage the wealth of data across all the customer touchpoints to uncover insights, remove pain points, and set in motion the culture of continuous innovation which is needed for organizational transformation.”

AIA Philam Life ( is part of the Hong Kong-based AIA Group, the largest independent publicly listed pan-Asian life insurance group globally.

Partner with adobo Magazine

Related Articles

Leave a Reply

Back to top button