VML Wins Global Generali Account

VML, a leading integrated creative agency, announces its appointment as the global strategic and creative agency of record for Generali, one of the world’s largest insurance and asset management providers. This significant win solidifies VML's expertise in the financial services sector and its ability to deliver connected solutions for global brands.

The company’s selection follows a competitive pitch process. VML 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, who formed an instrumental part of the pitch process, will be leveraged for its extensive resources, including WPP Open and local market expertise to ensure seamless 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. 

“We are thrilled to partner with the incredible team at Generali to help realise the ambitions for the brand. 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,” said Ryan McManus, chief creative officer at VML UK.

“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." added Isabelle Conner, group chief marketing and customer officer, Generali.

“We are honoured to have been chosen to partner with Generali as they embark on their next stage of growth. They are an impressive company with significant reach and impact – serving over 70 million customers in over 50 countries – we look forward to combining our deep creative and technical capabilities with our global footprint to continue to grow this amazing brand” concluded Ewen Sturgeon, EMEA CEO, VML.

The partnership marks an exciting new collaboration for both VML and Generali. Together, they will leverage the power of data, creativity, and technology to connect with audiences worldwide and drive meaningful growth.