Italy-based insurer Generali has selected Singapore-based Grey Group AMEA to handle its marketing and advertising activities in the Asia-Pacific region.
Initially focused on the Indonesia and Vietnam markets, Grey’s campaign is expected to expand into mainland China, Hong Kong, Malaysia, Thailand, and India.
The partnership will work to develop a comprehensive communications platform to support Generali’s expansion efforts in the region, while maintaining flexibility for each local market’s marketing and promotional campaigns.
“We’re delighted to be working with Grey on this brand assignment for Generali,” said Neil Gardner, chief customer officer of the Generali Group. “The agency’s winning pitch idea showed a true understanding of our Italian roots and how this heritage can be used to drive differentiation in the marketplace.”
“Generali is one of the world’s largest insurance companies and one of Italy’s most iconic service brands,” added Andrew Boatman, vice-president and group account director, Grey Group Singapore. “To take the brand and make it meaningful for an audience in Southeast Asia is a challenge we were excited about right from the word go.”
