Sun Life Asia appoints WPP Media across five Asian markets

Sun Life Asia, the regional arm of global insurer Sun Life Financial, has named WPP Media as its media planning and buying partner across brand and digital channels in Hong Kong, the Philippines, Vietnam, Indonesia, and Malaysia, following a hotly competitive pitch that concluded in July 2025.

Campaign understands that multiple holding companies participated in the pitch. WPP Media's two-year mandate replaces incumbent Havas Media, which has held the account since 2023.

Jamie Baldock, regional head of Asia Brand & Marketing, spoke about WPP's strong regional market understanding for the win: " [WPP's] deep understanding of local market dynamics and proven multi-market capabilities will ensure we deliver innovative and impactful campaigns that resonate with our diverse audience and enable us effectively communicate our purpose of helping our clients in achieving lifetime financial security and living healthier lives."

Michael Beecroft, North Asia CEO, WPP Media, added: “Winning Sun Life Asia is a testament to our strategic vision, creative power, and robust data platforms. We're excited to drive their regional growth, building on our strong momentum in Hong Kong for global clients.”

The win adds to WPP Media’s regional momentum. Its Mindshare unit recently renewed the Master Kong Beverages media business for three years, while globally, the group added the Maersk account earlier this month to its kitty. The business will be managed out of Copenhagen but spans 130 markets, including APAC.

The agency is also ramping up its investments in marketing technology and rolled out its proprietary WPP Open platform earlier this week. This allows marketers to plan, create, and publish campaigns independently