Marketing: FWD Singapore picks WE

WE Communications (WE) has partnered up with FWD Singapore to establish an integrated communications programme for the emerging insurance brand.

Through strategic content creation, influencer partnerships, and media relations, WE is shaping FWD’s narrative across owned, earned and paid channels in order to raise its corporate profile, develop a memorable brand story, and generate interest and awareness with target audiences.

WE will work towards raising FWD’s market presence, brand recognition, and generating interest through media engagement to increase visibility and establish trust with consumers and other stakeholders. The scope of work will encompass counsel, strategy, and planning; account management; media engagement; KOL engagement; hotline management; and storytelling curation.

“At FWD, we want to change the way people feel about insurance. We believe that through enhanced customer service and experience, product innovation and digital delivery, we can challenge the traditional insurance industry standards,” said David Broom, chief marketing officer, FWD Singapore.

“WE’s integrated approach to communications allows us to focus on creating relevance in this competitive insurance landscape, placing an emphasis on prioritising communications activities that deliver the best engagement and value for our company.”

Jeremy Seow, managing director of WE Communications Singapore said: “FWD is a challenger in the insurance market, and like WE, is a brand that is flexible, agile and nimble. Our integrated communications capabilities run across the entire media ecosystem, and just as FWD uses technology to provide fast, direct and secure services to its customers, WE understands the need to deftly navigate a digital landscape of data, insights, media platforms, and emerging technologies to accelerate a brand’s story. We are thrilled to be the agency to help them achieve their objectives in Singapore.”