KUALA LUMPUR: Prudential Assurance Malaysia Bhd (PAMB) will launch a RM2mil corporate brand building exercise next month to strengthen its brand presence in the market.
Newly appointed chief executive officer Bill Lisle said the company had put in place several initiatives to transform the business to achieve results in the next three years.
Among the strategies are to grow PAMB’s agency force and distribution channel and reposition its brand under its 10-week campaign with the theme, The face you can trust.
“Our people, comprising professional distribution channels and employees, are the faces that our customers can depend on for the comfort of a secure financial future,” Lisle said after unveiling the campaign yesterday.
We have about 9,000 agents now. We would like to see that number grow by 4,000 to 5,000 by 2010,” he said.
He said the company planned to transform its agents into wealth planners who were better trained, better qualified and more professional.
Lisle said while the agency force would be the dominant channel driving the business forward, other distribution channels such as the extension of the point-of-sales technology to agents would be put in place by July.
“We want to make the transactions a little bit easier for our customers as 30% of our sales are electronically transmitted through our point-of-sales technology,” he said, adding that the company had spent US$3mil on the technology.
Lisle said 2007 was a “phenomenal year” for PAMB.
“Not only did we deliver our strongest performance ever in history, our business grew a significant 23%, ahead of the industry’s 14%. Our market share also increased to 21% from 19% previously,” he added.
Lisle, a British, has over 20 years’ experience in the life insurance industry and has held numerous senior positions in Prudential’s Asian businesses, including PAMB general manager for business distribution from 2004 to 2005.
He was president and CEO of Prudential’s life business in South Korea before his current posting to Malaysia.
This article is taken from The Star. You also read similar news in Bahasa from Berita Harian.
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