Staff Reporters
Feb 26, 2018

Insurer Generali picks Grey Group as creative agency in APAC

The winning agency will handle branding for Indonesia and Vietnam initially, with an opportunity to expand to other countries in the future.

The Italy-based brand sponsors sailing events in Europe.
The Italy-based brand sponsors sailing events in Europe.

Italy-based insurance company Generali has awarded Grey Group AMEA a regional appointment following a competitive multi-agency pitch against undisclosed competitors. The appointment is for one year, effective immediately, and the first work is slated to appear in June or July, according to the agency.

The branding assignment, to be managed from Singapore, initially covers Indonesia and Vietnam, but the agency said there is "the opportunity" to expand into China, Hong Kong, India, Thailand and Malaysia in the future, as the client finalises its longer-term plans in the region. 

Grey will develop a comprehensive communications platform to support Generali’s growth across the region, with all creative output providing local markets with flexibility for subsequent marketing and promotional campaigns, according to the agency.

Grey's winning pitch idea showed a true understanding of the company's Italian roots and how this heritage can be used to drive differentiation in the marketplace, said Neil Gardner, chief customer officer of Generali Group.

Andrew Boatman, vice president and group account director woth Grey Group Singapore, said the opportunity to make "one of Italy’s most iconic service brands" "meaningful for an audience in Southeast Asia" is an exciting challenge. 

This story has been updated with additional details from Grey Group.

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