Two years, six markets, one promise
Two years as a retained communications consultant for AIA, the world's largest life insurer. Ensuring every product launch, media release and CEO speech professionally landed the same brand promise - healthier, longer, better lives.
Key Results
Thousands reached
Across digital, media, and live events.
100 years
Supported the launch of the AIA Centennial Baton run, marking the company's hundred-year journey.
100 schools
Collaborated with Tottenham Hotspur Football Club on the 100 Football Playing Fields Initiative, building better sports facilities across Cambodia.
Nationwide wellness
Delivered communications for health screenings, awareness booths, and lifestyle activities across Cambodia, reinforcing AIA's commitment to wellness.
CEO-level communications
Wrote speeches for in-country and regional CEOs, keeping public appearances on-message.
Role
Retained Communications Consultant
AIA
The Challenge
Many markets, many spokespeople, one message
AIA needed help forming and delivering professional-grade marketing communications that held to their brand positioning. They needed an adviser who could devise key messages and get them in front of the public and the media. The work ran from digital assets to creative and media releases, and later extended to speech-writing for in-country and regional CEOs - keeping everything professional and on-brand.
The Solution
One aim running through everything
Worked as a retained consultant, with one aim running through everything: position AIA as a leader in promoting healthy lifestyles.
Pillar 1
Core Messaging
Ensured all messaging communicated and sat underneath AIA's brand promise of healthier, longer, better lives. That meant defining how each media release or message was articulated to the public and ensured a professional, engaging tone.
Pillar 2
Media and Partnerships
Put the messaging to work through media releases and communicated partner activity, including Tottenham Hotspur Football Club and AIA Global Ambassador David Beckham. The 100 Football Playing Fields Initiative built sports facilities in 100 schools across Cambodia. The Centennial Baton run marked AIA’s hundred years. Both gave the health message something concrete to attach to.
Pillar 3
Executive Communications
Assigned speech-writing for in-country and regional CEOs, writing for public events and keeping senior leaders on-message regardless of market or audience.
The AIA Centennial activation in Cambodia - one of the live events the messaging had to carry.
The work reached thousands across digital, media, and live events, and covered health screenings, awareness booths, and lifestyle activities on the ground in Cambodia.
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