GroupM's Australian division, Wavemaker, has won the local multi-million dollar account for Allianz Group and is one of a number of the group's agencies to become a global media partner of record for the insurance giant.

The partnership will see multiple GroupM agencies servicing the account globally and on a market-by-market basis. Mindshare, a GroupM agency, will lead the business globally and in two-thirds of the markets. Meanwhile, mSix&Partners will support the business in Germany, where Allianz is headquartered, and EssenceMediacom will continue to service Allianz in nine international markets where it was the incumbent.

The remit includes responsibility for full-funnel media strategy, planning, buying, and campaign execution. This move aligns with Allianz's global 'One Brand Strategy', aiming to connect with customers in a more relevant way across the entire customer journey.

Mi3 understands Wavemaker was pitching locally against Allianz's incumbent agency partner, Publicis Groupe's Spark Foundry, and PHD.

"With the new partnership, we are able to deploy our One-Brand strategy perfectly and connect with our customers in an even more relevant way across the entire customer journey," Dr. Christian Deuringer, Head of Global Brand Management & Marketing at Allianz SE, stated. "The new set-up combines the strengths of globally managed strategies with tailored roll-outs in local markets. We also expect significant synergies through more standardised processes and performance measurement."

Mindshare Global CEO, Adam Gerhart, added: "Millions of people around the world trust Allianz to safeguard their futures for good reason. We’re excited to have the opportunity to help such a respected brand and responsible company harness the power of media to unlock new levels of growth, engagement, and marketing performance."