AIA NZ has appointed Bastion Shine as the company’s integrated marketing and communications business partner, following a competitive pitch.

AIA Group is one of the largest life insurers in the world, with a presence in 18 markets across Asia Pacific. AIA NZ is part of the AIA Group and has been providing insurance to New Zealanders since 1981.

AIA NZ Chief Customer Officer Angela Busby said: “AIA NZ is delighted to appoint Bastion Shine as our creative marketing agency following a competitive pitch process. We have been impressed by the strategic thinking and market understanding that the Bastion Shine team bring to the table. It is clear that they are as committed as we are in achieving AIA’s purpose of helping New Zealanders live Healthier, Longer, Better Lives.

“Since AIA NZ launched our signature health and wellbeing programme AIA Vitality in mid-2019, we have been steadily building momentum and brand awareness in New Zealand. We know that the Bastion Shine team will help continue this great work and support our aspiration to maintain a market-leading brand to match our industry position as New Zealand’s leading life insurer. We look forward to working with them on new brand and marketing campaigns for 2023 and beyond.”

Bastion Shine Managing Director Toby Sellers said: “AIA is a purpose-led business and having the opportunity to partner with an organisation that positively impacts the health and wellbeing of New Zealand was a huge motivator for us. We are also very excited that the scope of our assignment will allow us to bring together the combined capabilities of the Bastion Shine Group to deliver business and brand outcomes for AIA.”

The AIA NZ new business win continues Bastion Shine’s rapid growth phase, having recently opened its Wellington operations.