MSIG Insurance Singapore has appointed Tilt as its creative agency.
Under the year-long retainer, Tilt will lead the creative direction for MSIG’s year-long marketing campaigns, producing digital assets including online videos and display ads to support key insurance product lines and drive stronger performance marketing outcomes.
The agency was chosen for its systematic approach to creating scalable digital content, allowing MSIG to communicate complex insurance products in a clear, consumer-centric way while strengthening product storytelling across campaigns.
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“Insurance can be a daunting topic for some, and it’s important that our creatives go beyond visuals to clearly communicate our protection value through compelling copy and headlines,” said Steven Leong, head of retail distribution at MSIG Insurance.
“Tilt stood out for its strong grasp of the category and its ability to create dynamic, scalable ideas that support MSIG’s growing product portfolio and distinctive market positioning,” he added.
In tandem, Subbaraju Alluri, chief executive officer SEA at Tilt said the appointment reflects MSIG’s focus on building a more agile and responsive content engine that can perform across both brand and tactical moments.
“Our role is to simplify complexity, create clarity at scale, and ensure that creative works harder across every consumer touchpoint,” added Alluri.
MSIG Insurance joins the agency’s list of recent wins in 2025 including skincare brand Wellage and Kapa Design Collective.
Most recently in October last year, the agency unveiled a nationwide recruitment campaign for PAP Community Foundation (PCF). The campaign spotlighted meaningful career pathways within PCF, from early childhood to eldercare, and spanned digital OOH and social media.
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