Media Spending Worth $150 Million

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LONDON ( -- Zurich Financial, one of the world's leading insurance companies, has appointed Publicis Groupe to handle all its marketing and communications activities worldwide.

Publicis main ad network, Publicis Worldwide, will handle the advertising account, while an array of other Publicis Groupe agencies will work on other marketing services, including direct marketing, media relations, internal and investor relations, events planning, sponsorship and media relations.

ZenithOptimedia wins media
ZenithOptimedia will handle advertising media planning and buying on the account, estimated to be worth $150 million.

The business will be based in the insurance giant's six key markets: Germany, Italy, Spain, Switzerland, the U.K. and the U.S. In addition to the main Zurich brand, Publicis Groupe will work on the marketer's subsidiary operations in different countries. In the U.S., this includes Farmers Insurance.

Publicis Worldwide in Zurich will take lead status on the business. Kaspar Loeb, the agency's CEO, said, "Zurich Financial has a clear mindset and wants a globally strong and consistent brand created by a single source supplier. [The client] was impressed by our people and by our holistic approach."

Until now, Zurich used 3,700 separate suppliers for its marketing needs. Publicis Groupe, which pitched against WPP Group's Ogilvy & Mather network for the business, officially starts work on the account in June.

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