The World: Singapore - BBH and PHD take on NTUC creative and media

NTUC Income, the Singapore-based insurance co-operative, has appointed Bartle Bogle Hegarty and PHD to handle its creative and media assignments as part of an effort to rejuvenate its image.

Previously, media and most creative work was handled in-house. However, since the arrival of Tan Suee Chieh as the chief executive, the company has been looking to enhance its status.

Recently, it hired the former Coca-Cola and Unilever marketer Lynette Ang.

She said BBH and PHD had "demonstrated their strategic competencies and ability to take Income to the next level through our very rigorous evaluation". The pitch included the creative agencies Bates and DDB, which previously handled projects for the company, as well as Universal McCann, Starcom and ZenithOptimedia.