Insuring the human connection through brand positioning

The challenge for life insurance market leader AIA was to find a positioning that would not only resonate and appeal to customers across the diverse geographies in which it operates, but also inspire its employees.

Using our capabilities in brand positioning and insight, we worked with AIA and its creative partners to find the right solution.

The result was a shiny new positioning: AIA as the real life company – a business genuinely engaged in people’s lives, providing them with right (insurance/financial services) solutions in a constantly changing world.  This work is being rolled out across Asia and has won accolades from launched markets.


Added Value played an important part in our branding process, providing valuable insights and practical understanding throughout the planning period. We are pleased to be able to call them a trusted partner.

Group Chief Marketing Officer, AIA