MSIG Insurance selects Tilt for digital creative retainer in Singapore

Tilt, the Singapore-based creative agency under HM International Holdings Limited (HKEX: 8416.HK), has been appointed by MSIG Insurance (Singapore) (“MSIG”) following a competitive pitch.

Under the retainer, Tilt will lead the creative direction for MSIG’s year-long marketing campaigns, developing digital assets such as online videos and display ads to support key insurance products and drive stronger performance marketing results.

A key differentiator in Tilt’s pitch was its systematic approach to creating scalable digital content, enabling MSIG to communicate complex insurance products in a clear, dynamic, and consumer-centric way while strengthening product storytelling across campaigns.

“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,” says Steven Leong, Head of Retail Distribution, MSIG Insurance. “Tilt stood out for their strong grasp of the category and their ability to create dynamic, scalable ideas that support MSIG’s growing product portfolio and distinctive market positioning.”

“This appointment reflects MSIG’s focus on building a more agile and responsive content engine that can perform across both brand and tactical moments,” said Subbaraju Alluri (pictured), Chief Executive Officer SEA at Tilt. “Our role is to simplify complexity, create clarity at scale, and ensure that creative works harder across every consumer touchpoint.”