Financial Insights That Matter
Generali, Italy’s largest insurance and asset management provider and one of the world’s leading finance groups, has appointed VML as its global strategic and creative agency of record.
The company, which operates in over 50 countries in the world, with 70 million and a total premium income of €82.5bn, was established in 1831 and is keen to enter “a new chapter”. Generali’s major international competitors are Axa, Allianz and Zurich Insurance Group.
It is claimed the win, which follows a competitive pitch process, solidifies VML’s expertise in the financial services sector; the agency has worked for HSBC UK, Absa, and Santander.
The agency will spearhead the account with a central retained team, based in the UK and Italy, ensuring streamlined collaboration and unparalleled creative talent.
The wider WPP network, which also worked on the pitch, will also be included with WPP Open and local market expertise to ensure global execution. WPP partners include Hogarth and AKQA.
VML kicks off work across the brand’s service portfolio immediately and is first tasked with the development of a global campaign set to launch in Q2 2025, which will be key in supporting Generali’s ambition to become a lifetime partner for its customers.
Generali group chief marketing and customer officer Isabelle Conner said: “We’re thrilled to be partnering with WPP to help take Generali into an exciting new chapter. From the very beginning, their approach was rooted in human insights and bold, strategic thinking.
“They presented ideas that were not only simple and powerful but had the potential to break new ground creatively and resonate globally. It’s this vision that truly set them apart, and we can’t wait to share what’s coming next.”
VML UK chief creative officer Ryan McManus added: “By combining rich data and a human-centric approach, and by bringing creativity and technology together, we aim to connect Generali more deeply to their customers around the world.”
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