ASIA-PACIFIC, SEPTEMBER 26, 2012 – BBH Asia Pacific takes home the 2012 WARC Prize for Asian Strategy, and $5000, for its rebranding campaign for NTUC Income called “Modernising Singapore’s Oldest Insurance Brand”.
The WARC Prize for Asian Strategy is awarded to the case study the best demonstrated strategic thinking in the region.
For NTUC Income, BBH Asia Pacific dissected the DNA of the brand and its cooperative roots – the compelling and engaging points of difference vs its competitors. BBH was able to improve brand metrics and revenues for NTUC. The judges praised the way NTUC Income refreshed its brand while emphasizing its roots.
BBH Asia Pacific chairman Charles Wigley said: “The results are very strong, the creative work fresh and intelligent for an often clichéd category, and strategically it is interesting because it is a brand-insight-based strategy – going back to the company’s roots to present a more modern face for the future.”
