Global insurer Allianz Group appoints Group M as media partner of record
GroupM, WPP’s media investment group, has announced its appointment as global media partner of record to Allianz Group, one of the world’s insurers and asset managers that serves more than 122 million customers in over 70 countries.
The Group, with more than 315,000 agents and brokers, successfully deploys a global ‘One Brand Strategy’, bringing together various entities under the purpose-led Allianz master brand. Allianz is acknowledged as the world’s leading insurance brand and under the 35 top global brands according to the most recent Best Global Brands Ranking.
Multiple GroupM agencies will service the account on both a global and market-by-market basis with Mindshare leading the business globally and in two thirds of markets. mSix&Partners will support the business in Germany, where Allianz is headquartered. EssenceMediacom will continue to service Allianz in nine international markets where it was the incumbent. The remit includes responsibility for full-funnel media strategy, planning, buying, and campaign execution.
GroupM and its agencies were selected by Allianz for the ability to coordinate effective and consistent media performance globally while also delivering deep market-level expertise to help local teams navigate market-level complexity.
Dr. Christian Deuringer, Head of Global Brand Management & Marketing, Allianz SE: “With the new partnership, we are able to deploy our One-Brand strategy perfectly and connect with our customers in an even more relevant way across the entire customer journey. The new set-up combines the strengths of globally managed strategies with tailored roll-outs in local markets. We also expect significant synergies through more standardized processes and performance measurement.”
Adam Gerhart, Global CEO, Mindshare: “Millions of people around the world trust Allianz to safeguard their futures for good reason. We’re excited to have the opportunity to help such a respected brand and responsible company harness the power of media to unlock new levels of growth, engagement, and marketing performance.”
