Sara Lamsam, president of newly successful Muang Thai Life Assurance, has been snapped up by the Thai Life Assurance Association as its new president and has been given the task of transforming the industry's image from conservative to modern and dynamic.

Essentially, the association hopes he will take an under-served business and help boost its fortunes in Thailand.

Sara is in the life insurance industry's spotlight not only for his presidency of the association. He has successfully transformed his own company, the once old-fashioned Muang Thai Life Assurance, into a "new generation" company.

His marketing methods and in-house reorganisation have lifted Muang Thai up among the industry's top five players. Its name and location - previously often confused with the 100-per cent Thai-owned Thai Life Insurance - are now widely recognised.

Although the association has existed for more than half a century, many people still perceive its image as being similar to some government offices - slow moving and inactive.

Most Thai people don't recognise the benefits of owning an insurance policy. Only about 16 per cent of the Kingdom's 68 million people have a life insurance policy and most who do are only covered because the salesperson was someone they knew.

According to American Interna-tional Assurance (AIA) - the country's biggest player, holding a market share of more than 40 per cent in terms of total premiums - 70 per cent of its customers hold just one policy and 70 per cent of those are policies with coverage of Bt100,000.

Sara's modern way of think-

ing and his charismatic per-

sonality have impressed both

senior and "new generation" executives in the life insurance business. At 37 years old, he is the youngest president the Thai Life Assurance Association has ever elected.

His first three missions are to refresh the association's image, to make it a data centre and to introduce the technology needed to decentralise testing for sales agents.

"The re-imaging of my company and the re-imaging of the association are not alike," Sara said. "What I've done at my company is all about commerce, but for the association, it will be for overall benefit."

"If testing [for sales agents] can be done at any place throughout the country, it will help boost the number of quality sales representatives," he said.

In assessing the job ahead of Sara, it's hard not to think of footballer Frank Lampard. He was outperforming his rivals when he played for Chelsea last season, but he was a different player when he took the field for England in the World Cup. Like Lampard, Sara has made a great reputation as president of Muang Thai - the smaller team. But is everyone expecting too much to believe that he's capable of polishing the image of the entire life assurance industry, now that he's taken the larger field?

Piyarat Setthasiriphaiboon

The Nation