Allianz appoints The General Store, the fourth agency in two years

By Mariam Cheik-Hussein | 17 June 2019
Allianz commercial

Allianz has appointed The General Store as its agency of record, taking over from WolfKing.

The appointment makes it the fourth agency the insurance company has worked with in just over three years.

Both The General Store and WolfKing confirmed the appointment to AdNews. Allianz would not comment.

In January 2017 Allianz appointed Cummins&Partners, ending its long-running relationship with MercerBell, as it moved to a rostered approach to creative duties.

Mercerbell, which was behind the award-winning “Ahh...llianz” tagline, declined to repitch for the account at the time.

Under Cummins&Parnters, Allianz dropped its famous ‘Ahh..llianz’ line, opting for “Don’t just be insured – be inspired”.

In May 2018, WolfKing was appointed to work with Allianz after a pitch process, taking the ‘Your Thing, Our Thing’ platform to the brand.

However, Dave King, Wolfking co-founder and creative partner, told AdNews he was informed by email after the Christmas break that Allianz would be changing agencies.

"WolfKing is proud to have developed the strategic direction and 'Your Thing, Our Thing' creative platform for Allianz," King says.

"Unfortunately, at the end of last year, Allianz made the decision to take the work in a different direction. Other than 'Your Thing, Our Thing', what you see on air bears little resemblance to our original pitch-winning idea."

The General Store says it will work across Allianz’s director to consumer division, but will play a broad role across the business.

“We started working with Allianz back in December to help get a campaign live and the partnership has flourished since then,” Matt Newell, CEO of The General Store, says.

“Allianz have built a marketing team with impressive capabilities across marketing, digital and analytics, so we are looking forward to tapping into everything they have to offer. Ultimately we want to be an extension to an already strong team.”

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