The World: Shanghai - M&C Saatchi beats DDB Needham to grab Aviva

The insurance giant Aviva has appointed M&C Saatchi to handle its above-the-line account in Hong Kong and Greater China.

The agency picked up the business following a competitive pitch against DDB Needham.

The business will be run from the agency's Shanghai office. M&C Saatchi's brief is to create a regional brand campaign building on the insurance company's global positioning of "forward thinking".

Jessica Lee, the Aviva Asia brand and communications director, said: "This will be the first time that Aviva has embarked on a regional brand campaign."