Groupama invests 2.5m euros in biggest launch on insurance market

France-based Groupama will spend around 2.5 million euros (in
net sums) to promote its Romania-based company, Groupama Asigurari
(Groupama Insurance), which resulted from the merger of Asiban with
BT Asigurari, and which will be officially launched on the market
early next week, according to market sources. Leo Burnett &
Target advertising agency has won the Groupama account, and will
handle the creation of the advertising spots and the new company’s
slogan, while media buying (purchase of advertising space) will be
handled by Zenith Media, with the whole promotion of the new
insurance company being coordinated by MMD public relations agency.
Considering the significant promotional budget, competition between
advertising agencies to win the Groupama account was tight.
According to market sources, Publicis, Lowe, and Saatchi &
Saatchi also took part in the pitch (agency selection) organised by
Groupama.