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Generali

Insight

Generali, the world’s third largest insurance brand, tasked us with building their brand globally, creating a globally consistent, category disruptive brand that could flex to meet local market needs, while driving brand love, generating sales leads and improving marketing efficiency.  

Idea

It all started with the development of a Big Organising Idea that married a consumer need for a more human approach to insurance with Generali’s point of difference: their 155,000 agents who together made them a more human insurance company, operating with heart, soul and pulse. It then required a category disruptive creative expression and a modular approach that enabled local markets to tailor and adapt centrally developed assets based on local market requirements. All underpinned by an agile production and deployment engine, leveraging our Content Symphony platform to enable flexible and agile management and deployment of thousands of assets across 22 markets.

Play

Impact

We have shifted the brand from 4th to 2nd in the global category as measured by RNPS. Brand preference has increased in all markets and we have exceeded lead generation and sales targets across all key markets.