EAST Asia Aetna has become the latest life insurer to boost its profile by putting its name on top of an office building.
The life insurer - the world's 11th largest insurance company is a 50-50 joint venture between Bank of East Asia and Aetna Life and Casualty - has rented 10 floors of the East Asia Aetna Tower in Central and secured the naming and signage rights.
Occupying 81,000 square feet for its 400 sales agents and staff, the insurer's move has reduced its rental expenses by 12 per cent by moving out of Cityplaza 4 in Taikoo Shing.
It has almost reached a vogue in the flourishing insurance industry to reinforce image in the territory by naming a building after the company.
Manulife took up 16 floors in Manulife Tower in North Point for its 1,400 agents in 1990 and was able to have its stylish imprint on the front of the building.
A few insurers actually possess the property. AIA, the largest life insurer in town, owns its Wan Chai building and brightens up the grey block with its name in red.