Cummins&Partners joins Allianz creative roster

Cummins&Partners has joined the creative agency roster for Allianz, Mumbrella can reveal.


The move comes a fortnight after MercerBell said it had declined to participate in a pitch process, ending a seven year partnership with the German-owned insurer.

During the Christmas break, Allianz announced a change of direction for the brand, dropping the “Ahh…llianz” tagline for the new message of “Don’t just be insured – Be inspired”.

Although the agency was not credited at the time, Mumbrella can reveal that the new campaign was done by Cummins & Partners. It will run for most of the year.

Internal leadership on the campaign came from former M&C Saatchi and One Barrack Street staffer Kylie Jones, who recently joined Allianz as head of creative services, brand and media.

She told Mumbrella today that Cummins will be one of a number of agencies working with the brand. She said: “We will tap into different agencies.”

Meanwhile, Allianz’s former marketing boss Dominic Brandon last week emerged as head of brand at PayPal.

The previous positioning:

The new positioning:

The win is the first for Cummins&Partners since the agency’s Sydney office split with its biggest client Vodafone late last year.


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