McCann WG Wins Global Duties for Zurich Insurance

Publicis was incumbent

McCann Worldgroup prevailed in a holding company shoot-out for Zurich Insurance Group, beating contenders that included the incumbent Publicis Groupe and WPP Group. The Worldgroup pitch team represented parent Interpublic and included efforts from McCann Erickson, MRM and UM. The global assignment covers advertising, media and digital marketing.

Account revenue across all Worldgroup marketing units is estimated at more than $10 million. Global media spending on Zurich was not available. Spending in the U.S., where Zurich is a leading commercial property and casualty insurer, approached $10 million last year, according to Nielsen. That figure, however, does not include online outlays.

The Swiss-based financial services company launched the agency review nearly a year ago after having picked Publicis in 2004 as a marketing partner in most of its key markets like Europe, North America and Asia. In that earlier review, the Paris-based holding company replaced 3,700 marketing vendors and competed against WPP’s Ogilvy & Mather unit for the business.

Zurich Insurance has adopted a golf-centric global marketing strategy and last year signed a five-year extension as title sponsor of the Zurich Classic of New Orleans through 2019.


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