Maxus scoops NTUC Income media account in Singapore

The business is believed to be worth an estimated US$4 million. The account will be handled out of Maxus Singapore. Traditional media, digital media and search are all part of the assignment. 

The incumbent on the account is PHD. It is understood Mindshare and Starcom also pitched for the account.

In August last year, BBH launched an integrated campaign to rejuvenate the company's brand and positioning in the city-state. 
The campaign, entitled ‘Made different’, marked a complete brand identity and communications overhaul for Singapore’s largest life, health and general insurer.

“I am delighted that Maxus has been appointed to work on such an iconic brand as NTUC Income – a brand that is so familiar to so many Singaporeans – but a brand that has recently begun a new chapter in their story and an emphasis on finding new and different ways to communicate with customers and prospects,” said Neil Stewart, CEO of Maxus Asia-Pacific.

"NTUC Income’s rebranding campaign, will focus on the ‘Made different’ proposition, has gained traction in promoting our new brand attributes which are contemporary, energetic and professional," said Lynette Ang, senior-vice president and head, sales and marketing, NTUC Income. "With the appointment of Maxus, we hope to bring greater awareness to this proposition as well as to our unique status as a social enterprise where people come before profits."