Dentsu Aegis Network wins Generali global advertising business

Published on:

Dentsu Aegis Network announces today a new partnership with the global Insurance giant, Generali, which will result in a consolidation of their marketing requirements into the Japanese-owned group.

Dentsu Aegis Network has been appointed the integrated agency of record, combining the best of their capabilities in creative, media, data and technology; drawing on expertise from their global roster of agencies and solutions including dentsumcgarrybowen, dentsu X, Isobar and The Content Symphony.  Team Generali will operate out of London and Milan as the global hub.

The appointment is the result of a competitive global pitch that began last summer.  The brief was to deliver a global communications platform and strategy to cement Generali as a ‘Life-Time Partner’ for their customers.  It will be the first global brand campaign in Generali’s 189-year history. January saw the transition of the business to Dentsu Aegis Network and this month will see the global ‘RED’ campaign launch first in Italy and Spain, then roll out to 22 markets across EMEA, Lat Am and APAC. 

The campaign will run across all media channels and touchpoints throughout the customer journey. It is designed to celebrate Generali’s difference to other insurance providers, which is fuelled by their ‘red-blooded humanity’.

Giulio Malegori, Chief Executive, Dentsu Aegis Network EMEA said: “From our first engagement with Generali we immediately saw the opportunity to create a powerful partnership together; demanding the very best of what our network can deliver, all brought together into one, seamless integrated solution to help a fantastically successful business continue on their winning trajectory.”

Gordon Bowen, Chairman of dentsumcgarrybowen said: “Briefs that have such high ambitions as to redefine the communications for a category are rare. What’s even more rare are brands that live up to that brief, providing us with a truly unique history, a powerful culture and a desire for a voice that will engage and connect with people.  We said yes please and we’re massively excited about the potential of the big organising idea we’ve created together for the Generali brand and business.”