VML Wins Global Creative Remit From Generali

by Steve McClellan @mp_mcclellan, February 28, 2025

WPP’s VML has been awarded global strategic and creative agency of record duties for the Italy-based insurance and financial services giant Generali.

The company’s selection follows a formal review. The agency will lead the account with a centralized team in offices in the UK and Italy. That team will be supported by the holding company’s AI marketing platform WPP Open, digital agency AKQA, production unit Hogarth and others.

A global campaign from the new team is set to launch in the second quarter.

accounts, creative, financial

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