$200 Mil. Fortis Picks Grey EMEA

BOSTON Global financial services company Fortis has appointed WPP Group’s Grey as its lead creative agency, the shop has confirmed. Fortis’ estimated annual global ad spending is $200 million, per sources.

This marks the first time that Fortis has consolidated its advertising into one global network. Grey did not previously work for the client.

Grey’s Europe, Middle East and Africa operation in London will serve as lead office on the business. Grey won the account following a six-month competition in which other contenders could not immediately be determined. The work had been split among numerous shops.

Fortis’ overall brand positioning and its retail banking, insurance and merchant/private banking businesses will now be led by Grey.

The Fortis brand is concentrated in Europe and active chiefly in the Benelux countries, France, the U.K., Germany, Poland and Turkey. Fortis has seen significant international growth over the past two years and is now active in more than 50 markets around the world. The company is headquartered in Belgium.

Adrian Martorana, client gm of global branding and communications, said in a statement, “We chose Grey because at the end of the day they presented a simple yet outstanding idea that resonated strongly with all constituents. They also reflected the Fortis spirit of entrepreneurship, and we are eager to start working together.”

Carolyn Carter, president and CEO of Grey EMEA, said, “We are very proud to be appointed by Fortis. It’s a dynamic, future-facing company with impressive growth plans. We look forward to helping them achieve their goals.”