Lowe and Partners Win First Integrated Account in Asia, Scooping Duties for DirectAsia
The global specialist insurer Hiscox has awarded the Lowe and Partners network duties for DirectAsia. The win marks the first piece of integrated business won jointly by Lowe and digital division Lowe Profero in Asia since the acquisition of Profero in January of this year.
The DirectAsia account will be led by a combined Lowe and Partners network team operating from Singapore, with the integrated agency team handling DirectAsia’s regional brand, digital, activation and experiential marketing. The new work will launch in Singapore and Hong Kong in early 2015.
Annabel Venner, Global Brand Director, Hiscox, commented: “We selected Lowe and Partners for their strong integrated ideas, and we definitely feel that there is a constructive chemistry with them. The agency clearly had a deep understanding of our target consumers, and strategically, they were able to bring cohesiveness to seemingly diverse elements of the communications programme. We look forward to a great partnership.”
Lowe and Partners management team, headed up by Asia Pacific Regional President, Rupen Desai, alongside Lowe Profero’s Global CEO Wayne Arnold and Southeast Asia MD Stuart Edwards, will lead the combined Lowe and Partners business in SEA. Rupen Desai, Regional President, Lowe Asia Pacific says: “We are proud to partner with the Hiscox group on DirectAsia. Lowe and Lowe Profero teams working as one idea community for the client’s growth is the shape of things to come. We are excited about the work we will create for DirectAsia.”
Wayne Arnold, Global CEO of Lowe Profero added that the future was to create a seamless and integrated offering for clients. “Working together with DirectAsia demonstrates that vision, with as much focus on the copy of a Google keyword as a TV or print execution”.
Lowe Profero joined Lowe and Partners’ global network in January 2014. In Asia, Lowe Profero had already relocated to shared office space with Lowe in Singapore, Hong Kong and Beijing, creating one of Asia’s first truly integrated agency service offerings. This physical co-location has been mirrored in New York, with further integrated office moves planned round the world over the next 12 months. Globally Lowe and Lowe Profero already handle integrated accounts for shared clients including Kaiser Permanente, the Syfy channel, Delonghi, and multiple Unilever brands.
Hiscox acquired Singapore-founded DirectAsia in a high-profile deal this year, with plans for considerable investment in the business. DirectAsia is one of the top direct-to-consumer insurance providers in the region.