Insurance and asset management firm Generali has named VML as its global strategic and creative agency of record.
VML, a subsidiary of WPP, was selected after a competitive pitch process and the account will be managed by a “central retained team”, based in Italy and the UK.
As part of the deal, Generali will have access to resources from the wider WPP network including WPP Open.
Ryan McManus, chief creative officer at VML UK, said: “We are thrilled to partner with the incredible team at Generali to help realise the ambitions for the brand.
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“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.”
VML will launch its first campaign for the insurance firm in Quarter 2 of 2025, which will support Generali’s aim 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,” she added.
