Allianz realigns global brand management together with Interbrand

Monday, 26 March 2018 00:00 - - {{hitsCtrl.values.hits}}

Allianz chooses Interbrand as the first global partner of a new agency model
Focus on balance between best-possible local business support and global consistency in brand management
Interbrand impressed with its strongly analytical and forward-looking approach

Interbrand will support the insurance and finance group’s global brand management activities in future and play a major role in shaping its brand management strategy. It will also advise the national Allianz companies on the best-possible use of the brand and establish an integrated Brand Stewardship Team together with Allianz SE.

This separation of brand management and creative agency responsibilities is part of a new Allianz SE agency model. Allianz has moved away from the concept of a single exclusive lead agency, as this model no longer meets the requirements of the company’s diverse communication activities.

“The growing complexity of brand communication calls for increasingly nuanced communication channels and content. We are now responding to this with a changed agency set-up – away from a single agency network and toward a larger number of specialists who we coordinate ourselves and manage centrally. This gives us maximum flexibility to cover all global and national needs while maintaining a clear focus on strategic brand development,” said Allianz SE Head of Global Brand Communication Christian Deuringer.

Interbrand’s role will firstly be to develop and identify the optimal skills, processes, structures and tools for Allianz’s future global brand management. Secondly, Interbrand will be responsible for operational brand management in a joint team together with Allianz SE staff and in close collaboration with the national companies.

“We are thrilled to be able to support Allianz with our combination of skills in the strategic management of global brands and the establishment of the corresponding marketing capabilities,” stated Nina Oswald, European Practice Lead for this topic at Interbrand.

Interbrand Central and Eastern Europe CEO Simon Thun added: “With its new agency and management model, Allianz is taking a path which is important for globally operating brands: the positioning and visual identity of a brand are not an end in themselves, but must also provide tangible support for the respective local business. This requires a brand management approach which is both targeted and flexible with regard to interaction between HQ and the national companies.”