Singapore Life to ‘make insurance sexy’ with Asian Television Awards’ James Chen

National insurance firm Singapore Life is looking to spice up its marketing with the appointment of new content strategist James Chen.

Chen joins the relatively new firm from the Asian Television Awards, where he was responsible for editing its website’s content and securing marketing partnerships.

He has also previously worked in communications and marketing for the Media Publishers Association Singapore and Accor Hotels.

Speaking to Mumbrella Asia about his move, Chen said he was looking to make the “dry topic” of insurance “sexy”.

He said: “I’m very excited to be joining the Singapore Life team at a time when the industry is being disrupted by insurance tech. Starting from a clean slate gives us the opportunity to embrace technology without being saddled by existing legacy issues.

“Policyholders in Singapore are in for a refreshing change. Insurance has been commonly perceived as a dry topic, but we will make insurance sexy.”

Singapore Life chief executive officer, and former HSBC Singapore boss Walter de Oude added: “Being a new brand in Singapore’s life insurance scene, awareness and top of mind recall are our top priority. Driving conversations around the brand is invaluable in helping us establish ourselves against the incumbents.”

Founded by de Oude in 2014, Singapore Life recently made headlines for its advertising campaign which showed six women giving birth live on camera. 

The video marked the first time a real-life delivery has ever been shown in the country’s advertising history, according to the brand.



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