WPP shops snare £60m Allianz task

LONDON - Grey and MediaCom have won the £60 million global advertising and media accounts for the insurance giant Allianz Group.

Allianz...Mediacom scoops global media
Allianz...Mediacom scoops global media

The WPP-owned agencies scooped the business after a final shoot-out against DDB Berlin. BBDO, the incumbent on the account, and Young & Rubicam were knocked out of the process at an earlier stage.

MediaCom won the global media planning and buying on the account after partnering with Grey on the pitch.

The agency beat the incumbent, OMD, to the business.

Grey will set up a dedicated global team called Team Allianz@Grey to handle brand communication, digital marketing, internal engagement, corporate design, sponsorship and media for the group.

The agency will handle the  company’s entire global ad business, but initial briefs will have more emphasis on key European markets, including the UK, Germany and Spain.

The combined creative and media pitch, which kicked off in May, was run out of Allianz’s German headquarters.

Steven Althaus, the Allianz senior vice-president of global brand management, said: "Grey presented the best strategy for a close integration of our brand and business, along with a road map for the new positioning of our brand communication.

"They also showed a strong commitment to creative excellence."

OMD took over the Allianz media account in 2003, after the business moved from Initiative Media Worldwide.

In May last year, the insurer appointed Joshua G2 as the lead UK strategic agency for its Cornhill Direct DM products, following a four-way pitch against Archibald Ingall Stretton, DraftFCB and Tullo Marshall Warren.

This month, Allianz more than doubled its quarterly net income from its investments and saw operating profits in the three months to September rise to €1.9 billion.

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