GroupM wins Allianz global media account with Wavemaker appointed locally

GroupM has been appointed as global media partner of record for the insurance and asset management company Allianz Group.

Mindshare will lead the business globally and in two-thirds of markets, while Wavemaker Australia will handle the account locally after pitching against incumbent Spark Foundry and PHD. 

Meanwhile, multiple GroupM agencies will service the account on both a global and market-by-market basis. mSix&Partners will support the business in Germany, where Allianz is headquartered and EssenceMediacom will continue to service Allianz in nine international markets where it was the incumbent.

The remit for the global account includes responsibility for full-funnel media strategy, planning, buying, and campaign execution. Allianz is one of the world’s leading insurers and asset managers that serves more than 122 million customers in over 70 countries.

According to a press release, Allianz selected GroupM and its agencies 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 and marketing at Allianz SE, said the new partnership would enable Allianz to deploy their One-Brand strategy to create more relevant connections with  consumers across the entire customer journey

Deuringer said the alignment combines the strengths of globally managed strategies with tailored roll-outs in local markets. Allianz expect to achieve "significant synergies through more standardized processes and performance measurement."

Adam Gerhart, global CEO for Mindshare, said the agency is looking forward to helping Allianz "harness the power of media to unlock new levels of growth, engagement, and marketing performance."

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