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Hires, Wins & Business

Allianz Global Investors Names Tribal Worldwide Hong Kong Regional Strategic Partner

Agency to lead the development and execution of the international investment fund manager’s regional content marketing strategy

Allianz Global Investors Names Tribal Worldwide Hong Kong Regional Strategic Partner

Allianz Global Investors (AllianzGI) has appointed leading digital agency Tribal Worldwide Hong Kong to lead the development and execution of the international investment fund manager’s regional content marketing strategy. 

Covering Hong Kong, Singapore and Taiwan, DDB Group Hong Kong’s digital arm will set out to make investment insights and commentary more accessible for people from all walks of life, and establish new targeted channels to engage with both existing and potential new investors. 

“Brands simply cannot afford to ignore the importance of content marketing as a channel to discover, build and monetise their target markets,” said Leo Tsui, Head of Tribal Worldwide Hong Kong. “It’s also a fantastic opportunity for AllianzGI to introduce their products in a more relatable way,” he added.

The campaign will enter each of the three markets with a localised theme to empower everyday consumers to make smarter investment choices. From news analysis to lifestyle topics from an investment point of view, the customised content strategies and user-flow designed for each market covers a wide range of subjects. 

In the Lion City, a dedicated website called ‘Invest in Yourself’ publishes articles highlighting the overlap between investment opportunities and everyday life. For the Taiwan market, the content strategy targets middle-aged women across a wide range of touchpoints, including localised articles on branded channels, video lectures presented by AllianzGI’s investment experts, key opinion leaders, and a partnership with a popular finance TV show online. In Hong Kong, the approach is centred around educating and encouraging young working people to plan early and start saving for their retirement.

The content strategy also includes fun quizzes and surveys across all markets to further deepen engagement with potential new AllianzGI customers.

“Being innovative and driving marketing excellence have always been our focus at Allianz Global Investors,” said Aneurin Ng, Marketing Director for Asia-Pacific at AllianzGI. “Tribal Worldwide Hong Kong was instrumental in helping us co-create a content strategy that amplifies our focus in a way that really appeals to our target audience.” 

Creative Agency

Project Director: Karen Pang (Project Executive)

Programmer: (Senior) Tang Chui Yee

Planner: Ronald Lee (Strategic Planner)

Director of Social Strategy: Felix Fong

Director of Operations: Bocys Lam (Technical & Operations Director)

Digital Developer: Amy Kong (Interactive Developer)

Developer: (Web) Amy Kong, Chu Kei Chan, Ally Au, Tony Chan

Creative Group Head: Leo Tsui

Creative Director: John Woo, Leslie Wong

Copywriter: Kelvin Wong

Associate Creative Director: Andy Wong, Tung Lam

Art Director: Eve Cheung, Venus Li (Assistant Art Directors)

Account Management: Agnes Wong

Account Executive: Rachel Fong, Jean Ng