Cummins&Partners Sydney lands Allianz account

Lindsay Bennett
By Lindsay Bennett | 17 January 2017

Cummins&Partners Sydney has landed itself on the creative roster for Allianz, following news that incumbent MercerBell would no longer work with the insurance company.

AdNews understands the agency declined to pitch for the account as Allianz wanted to take their advertising in a different direction and take up a more rostered approach to its creative duties.

Allianz tells AdNews it is not looking to bring on another agency at this time, instead will consider new creative partners on a case by case basis. 

In December, Allianz dropped the well-known “Ahh…llianz” tagline from its advertising in favour of new positioning: “Don’t just be insured – be inspired”.

At the time no credits were released for the campaign, however Allianz has confirmed Cummins&Partners created the ad.

Kylie Jones, head of creative services brand and media at Allianz Australia says: “We’re excited at the new journey and creative direction for the brand as we continue to build on the strong foundations of recent work.

“We’d like to thank MercerBell for being great partners and wish them every success in the future,” she says.

Dan Ingall, who was recently hired as MD of Cummins&Partners Sydney, says: "The team has worked rapidly on this project to help Allianz develop a brand that inspires people to get behind the wheel, and to get our there and live life, rather than feeling constrained.

"We’re proud of the work. It’s a great demonstration of the type of big brand idea platforms that endure we aspire to creating for our clients”.

The new approach follows the exit of Allianz marketer Dominic Brandon, who was behind the "Ahh...llianz" brand positioning. He recently reappeared at PayPal.

The account is the first big win for Cummins&Partners Sydney after it ended its relationship with Vodafone.

Previous ads from Allianz:

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