ZenithOptimedia Beijing wins US$28 million media account

Zenith reported that the pitch was held in late May, and was held against Dentsu Beijing and two local media agencies. Vizeum Beijing told Campaign Asia-Pacific that they worked on the company's radio media buying in 2011, but did not participate in this pitch.

ZenithOptimedia will be responsible for NCI’s ad evaluation and media strategy service in 2012.

Tiffany Hu (胡颖之), GM of the agency said that NCI has never had a creative AOR but only hired McCann-Erickson and other local agencies on a per project basis whenever there was a new product launch.

Hu added that the main challenge for the client will be transitioning their media investments. In the past, NCI mainly used traditional media such as OOH, but they now recognise the effectiveness of digital and social media in reaching their target audiences for its life and car insurance products. Zenith's upcoming media planning strategy will therefore be digitally focused targeting nationwide and local markets. 

In the insurance category, ZenithOptimedia Shanghai has worked on Ping An’s car insurance business on a per project basis. ZenithOptimedia was also the media agency for AIG's global account more than five years ago.

According to a news article in Business Insurance on 20 June, Yanli Zhou, vice chairman of the China Insurance Regulatory Commission reported that there are currently 134 insurers and reinsurers operating in China. Macroeconomic factors and China's industrial growth, as well as a growing middle class and other demographic changes will continue to boost the demand for insurance services in the country. 

Reported earlier this month, ZenithOptimedia China became Hainan Airlines' first 4A agency partner for their global media account. Other new businesses that the agency has won so far this year include Bausch & Lomb and Henkel, while it managed to retain the Bosch and Siemens Home Appliances  media accounts.

Established in September 1996, stated-owned NCI holds the third largest market share in the industry, after China Life and Ping An Insurance.