Allianz Group names new global media partner

Global insurer and asset manager, Allianz Group, has appointed GroupM, WPP’s media investment group, as its global media partner of record.

Multiple GroupM agencies will service the Allianz account on both a global and market-by-market basis. Its media and marketing agency, Mindshare, will lead the business globally and in two thirds of markets. mSix&Partners, a digital media agency under the GroupM umbrella, will support the account in Germany, where Allianz is headquartered.

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GroupM’s EssenceMediacom will continue to service Allianz in nine international markets as the incumbent agency. The company’s full-funnel media strategy, planning, buying, and campaign execution will come under its charge.

Allianz selected GroupM and its agencies for their ability to coordinate effective and consistent media performance globally. At the same time, they were also found to be able to deliver deep market-level expertise to help local teams navigate market-level complexities.

“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,” said Christian Deuringer, head of global brand management and marketing at Allianz SE.

“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 standardised processes and performance measurement,” he added.

This appointment comes amidst recent campaigns by insurance companies, including Allianz, that seek to engage audiences through educational means. In September 2023, Allianz Malaysia launched a campaign titled “Be A-Z ready for tomorrow” to showcase the realities of preparing for retirement. Through a brand film and social experiment done in collaboration with FCB Shout, the initiative harnessed artificial intelligence (AI) to highlight that retirement involves more than just saving money.

In the experiment, Malaysians were taken by surprise by a message delivered to their future selves through AI that revealed the ineffectiveness of their retirement plans.

Other insurers have also sought to encourage conversations around financial planning. For example, Income Insurance in Singapore collaborated with American rock band, The Calling, in August 2023 to release an original song and music video for its Protection campaign. Titled Fallin Apart, the single was created with agency BBH Singapore to spark discussions on underinvestment in health and critical illness coverage in Singapore.

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