MercerBell and insurer Allianz part ways after seven years
MercerBell has confirmed it has lost its lucrative Allianz account, saying it declined to participate in a pitch for the business which it has held for the last seven years.
The announcement from the Saatchi & Saatchi owned agency comes after the insurer moved away from its long-running “Ahhhh…llianz” line, with a new campaign encouraging drivers to enjoy driving their cars instead.
https://www.youtube.com/watch?v=0rOzbKUkKj4
When the new “Don’t just be insured – Be inspired” campaign was launched, Mumbrella speculated MercerBell may have parted ways with Allianz as no agency appeared in the credits, with the creative agency now confirming this is the case.
Looks & feels more like an ad for the vehicle itself.
Allianz may be about to discover that the change in staff which is so often followed by dumping a loyal and effective agency will result in a dramatic decline in market share in this competitive market.The lack of expertise is already obvious with the new so called creative. New staff member leaves but the damage is done. When will marketers ever learn that if the first thing a new person does is fire the agency it should also be the last. Changing agency might be evidence of industry but it is usually also evidence of a problem.
Mercer Bell may have chosen not to pitch. As some one who has worked with Allianz and their long turn arounds, if given the option to pitch as a creative agency for Allianz, I wouldn’t pitch.
Why walk away from a winning formula which had so much brand equity? As a marketer, it truly surprises me that out with the old vs optimisation of existing strategy happens way too often. New to role marketers should not be intimidated by inheriting great work. The greater challenge and reward is to optimise, not start again.
There is a different tone at play here. And I think it may be worth watching how this goes. The ahhhh thing went on for years. Let this take seed and then make comparisons. I don’t mind it.
The strategy sounded interesting. But the creative solution and execution do not in any way do it justice. And I’m not sure why the “Aaaah” mnemonic needed to be dumped completely. If this is an example of the kind of creative we’re going to see more of as marketers take creative in house, we need to prepare for an even more ordinary year than we saw in 2016.
Double digit $ale$ growth with the new creative. Just sayin’.
The client marketing person should be fired. No branding. Fast forward pictures. A disaster that will instantly be revealed at the call centre.