UM London | Agency Profile, Contacts, AOR, Client Relationships
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UM London Contacts
|Adam M.||Managing Partner, Client Services||London|
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|Rob B.||Managing Partner, New Business & Marketing||London|
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Account in Jeopardy- Score 82: Newly combined Zurich Life, General Insurance names marketing director, business heads
Subject: Sponsorship, Digital, Video, TV, Online, Social.
Company: Zurich's UK Life (UKZL) and UK General Insurance (UKGI)
Opportunity: A month after announcing plans to combine its Life and GI businesses under one leadership umbrella per region, Zurich has hired brand growth and digital marketing expert Richard Pash as the UKZL director of marketing. He joins recently appointed UKZL boss Anne Torry, who was appointed at the same time as UKGI boss Conor Brennan to succeed exiting Vibhu Sharma.
Both Brennan and Torry will report to Gary Shaughnessy, recently promoted to EMEA CEO and currently interim CEO for the newly combined UKZL and UKGL divisions. A search for a permanent CEO for the combined businesses is currently underway. Brennan will handle all consumer-facing UKGI responsibility, while Vinicio Cellerini will continue to oversee Zurich’s Global Corporate business in the UK.
The new marketing decision maker starts just as Zurich enters its strategic planning period ahead of FY2017. He'll be under six-year Zurich CMO Kay Martin and will face intense pressure as Zurich's non-life business slipped into the red last year in 13 EU countries.
Agencies should be all over this, contacting new and older in-house decision makers as Zurich undergoes a strategic shift and has not appointed a new agency since early 2013.
Sellers - note that Zurich has increase display, video and programmatic digital activity this year. News, personal finance and sports digital sellers should have an advantage.
Media Spend: Nielsen reports that Zurich spent only £627k last year, down 66% from 2014 spending which was nearly £2m. Top spending pillars include TV, press and digital. Q2 and Q4 see more activity than the rest of the year.
Digital Breakdown: So far this year, according to Moat, Zurich Insurance has run 84 standard display ads with 344 publishers. Of those, 39% were published site-direct versus programmatically and top destinations for all display ads were insurancetimes.co.uk, bloomberg.com and strategic-risk-global.com. Zurich has also run eight high impacts and 17 video ads, 99% of which were site-direct. Top video destinations were bloomberg.com, time.com and thedailymash.co.uk.
During the same period last year, Zurich ran 67 standard ads with 95 publishers (2% mobile). Of those, 82% were published site-direct and top destinations were strategic-risk-global.com, wsj.com and ft.com. Zurich also ran 32 high impacts and 12 video ads during the same period last year.
Experience: Pash joins from Lonsdale Capital Partners, where he spent the last year as marketing director. Prior to that, he held the same role for Oak Furniture Land for a year. Before that, he held various brand, commercial, marketing and audience segmenting leadership roles at NewDay, Virgin Media, Mars, Vodafone and Unilever.
Brennan is currently the CEO of the GI business in Ireland but will take on his new role at the end of July.
Target Audience: Individuals, Farmers, Small-mid businesses, Multinational Corporations, aging population
Competitors: MetLife, AXA, Aviva, Prudential.
Agency Roster: Zurich appointed IPG for creative, media and digital duties in early 2013, relying on help from McCann London, UM London and MRM. WPP and Publicis Worldwide lost the pitch and Zurich had not previously had a digital agency.
Zurich Insurance Company
Tricenter 1 Newbridge Square Swindon, Wiltshire SN1 1HN England, 01793 514 514
Mr. Richard Pash
UK Marketing Director - Zurich Life
Ms. Kay Martin
Chief Marketing Officer
Ms Anne Torry
Head of Life and CEO
Mr Conor Brennan
Head of General Insurance and CEO
Mr Gary Shaughnessy
EMEA CEO,Interim CEO for the newly combined UKZL and UKGL divisions.