London, England – GroupM, WPP’s media investment group, has announced its appointment as global media partner of record to international financial services provider Allianz Group to service the account on both a global and market-by-market basis.
In this appointment, GroupM will have full responsibility for Allianz’s full-funnel media strategy, planning, buying, and campaign execution.
Multiple agencies under GroupM will work together to service Allianz Group, with global media and marketing services company Mindshare taking the helm and leading the business globally and in two-thirds of its markets.
On the other hand, the global media, commerce, and content agency mSix&Partners will support Allianz’s business in their main headquarters in Germany, while marketing agency EssenceMediacom will continue to service Allianz in nine international markets where it was the incumbent.
Allianz’s decision to select GroupM and its agencies’ comes down to the group’s ability to coordinate effective and consistent media performance globally while delivering deep market-level expertise to help local teams navigate market-level complexity.
The media investment group is set to handle an account that serves more than 122 million customers in over 70 countries and is operating under a global ‘One Brand Strategy’.
Dr. Christian Deuringer, head of global brand management and marketing at Allianz SE, said, “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 standardised processes and performance measurement.”
Adam Gerhart, global CEO at Mindshare, also said, “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.”
