Human-Centred Marketing in Action
Melissa Henson
CMO
AIA Philippines
Human-Centred Marketing in Action
Melissa Henson
CMO
AIA Philippines
With a foundation in psychology and a career centred on people, Melissa Henson, Chief Marketing Officer of AIA Philippines, brings a profoundly human perspective to marketing leadership. Her approach marries analytical curiosity with empathetic storytelling, enabling her to craft brand narratives grounded in genuine human insight. For Melissa, both marketing and leadership revolve around one central question: what truly motivates people? This guiding principle shapes how she leads teams and designs campaigns. Under her stewardship, AIA Philippines’ marketing has evolved into a reflection of the Filipino psyche—thoughtful, relatable, and emotionally resonant. In a conversation with TradeFlock, she highlights the Rethink Healthy study, which explored how Filipinos perceive wellness beyond traditional ideals. The research revealed that health is holistic, encompassing mental, emotional, and financial well-being alongside physical fitness. Melissa and her team translated these insights into real-world, inclusive narratives that emphasise progress over perfection, showing that health is achievable through simple daily acts like extra sleep, household activities, or staying active at home. This approach not only strengthened AIA’s emotional connection with its audience but also redefined what it means to “live healthy” in a Filipino context. At the heart of Melissa’s philosophy is a deep curiosity about what drives people, how they connect, and what helps them thrive. This human-centred perspective continues to shape AIA Philippines’ purpose-driven storytelling, ensuring its narratives resonate authentically and leave a lasting impact on its audience. She shares more with us in this interview.
"Life insurance isn’t something people interact with every day, most buy a policy and set it aside until they need it. So one of our biggest goals is to make that relationship more meaningful and consistent."
What challenges did you face in rebranding AIA Philippines, and how did you align it with the brand’s values?
AIA is a well-known brand across Asia, but in the Philippines, we had been known as Philam Life for over 60 years. Philam Life was a household name, one that many Filipinos grew up with and deeply trusted. So, when we rebranded to AIA, it wasn’t just about introducing a new name; it was about honouring that legacy and bringing our longtime customers, employees, and Life Planners along on the journey. Our biggest challenge was winning their hearts and minds and helping them see that while the name changed, our purpose remained the same. We made sure to build that bridge by stating that we were formerly Philam Life in our communications. At the same time, we sparked excitement through a nationwide brand refresh, a 360-degree campaign, and high-visibility sponsorships, all designed to ignite brand pride among our internal stakeholders and increase AIA’s presence and visibility in the communities we serve.
What gaps do you see in Asian health and financial marketing, and how are you bridging them with technology like AI?
Asia is incredibly diverse, with each market having unique healthcare infrastructure, affordability, and awareness levels. In the Philippines, for example, over 40% of healthcare expenses are out-of-pocket, and 47% of Filipinos delay care due to cost. Financial stress also affects mental wellbeing, highlighting clear links between physical, mental, and financial health. At AIA, we aim to bridge these gaps by educating people on holistic wellness, recognising that health goes beyond exercise or diet to include mental care, mindful spending, and environmental sustainability. We also provide accessible solutions across the health journey. Through our life insurance products and MediCard’s HMO solutions and network of clinics, we deliver protection, prevention, diagnosis, and treatment at different price points. Programmes like AIA Vitality reward customers for maintaining healthy habits, making wellness engaging and measurable. Technology is central to our approach. Digitised platforms, AI, and automation allow us to understand our customers better, create personalised experiences, and deliver solutions efficiently. By combining humancentric design with data-driven insights, we aim to make health and financial security more accessible and meaningful for every Filipino.
How do you use storytelling to make insurance feel like a personal journey rather than just a policy?
Life insurance isn’t something people interact with every day, most buy a policy and set it aside until they need it. So one of our biggest goals is to make that relationship more meaningful and consistent. AIA Vitality is a critical part of this. It’s our science-backed wellness programme that rewards customers for making healthier choices — being active, sleeping better, getting checkups, allowing us to engage with them daily and become part of their wellness journey. We also bring stories to life through AIA Voices and campaigns like Rethink Healthy, which challenge stereotypes and celebrate real Filipinos taking small steps toward better living. Beyond storytelling, we bring our purpose into communities—teaching children healthy habits through AIA Healthiest Schools and providing underserved women free breast screenings via Hope Mobi Clinic. For us, it’s about turning insurance from a transaction into a shared journey toward living healthier, longer, better lives.
Who has been your most unconventional source of professional inspiration?
One of my biggest inspirations is my maternal grandfather. He was a marketing executive during the Mad Men era and later took on broader leadership roles. Growing up, I visited his office, joined his team on offsites, and observed branded shows, concerts, and sales rallies. What stayed with me most was his style of leadership— tough, but fair and always compassionate. Even after retirement, former colleagues sought his counsel, a testament to his impact. His “tough love” approach continues to guide me today as I build and mentor my own team, balancing authority with empathy.
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