Digital and direct media agency Equi=Media has been appointed by Allianz Animal Health (AAH) to handle its digital media planning and buying business. AAH encompasses market-leading pet insurance brands such as Petplan and Petplan Equine. The account was previously held by Avenue A Razorfish.
Equi=Media has also been commissioned to redesign and rebuild the Petplan website, which goes live this week. EM2 Digital, Equi=Media’s digital marketing agency, has produced a new look website and banners based on creative from Petplan’s new TV commercials, which will support wider advertising and media planning activity.
Equi=Media will deliver planning and buying for AAH’s small animal and equine insurance products, and will provide clear response reporting, and tracking of consumer journeys through the Petplan and Petplan Equine websites, in order for the insurer to accurately track the contribution of each media channel.
The campaign, which will be ongoing from this month, will include a number of digital media elements, including paid-for search, affiliate marketing and managing aggregator relationships for the brand. Equi=Media will also be tasked with tracking and analysing online consumer behaviour and conversion rates, so that AAH can evaluate the effectiveness of their digital media channels and activity.
Andrew Burgess, Managing Director at Equi=Media, comments: "We are thrilled to be working with Allianz Animal Health. The company is already incredibly successful at selling directly to clients, through its brands Petplan and Petplan Equine, and we are confident that with our guidance, we can help to establish a digital strategy which is aligned with the direct channel. Our activity will provide a clear structure which will both benefit their business and maximise customers’ experience with the brands."
Alison Andrew, Marketing Manager at Allianz Animal Health, adds: "We needed an agency who were not only able to provide effective digital media planning and buying services, but could also tell us in detail what was and wasn’t working, and how we could maximise our media spend moving forward. Equi=Media’s bespoke tracking technologies are very impressive and were exactly what we needed in terms of understanding our customers and their online journeys."