Case Study: Generali achieves a stronger, more holistic marketing strategy with Vivaldi

Developing Generali’s Marketing Communication Strategy

Generali, one of the world’s largest insurance companies, turned to Vivaldi to help develop a stronger marketing communication strategy during a period of organizational change in Generali Suisse. The challenge was to bridge the gap between the brand of today and the brand of tomorrow, while strengthening the marketing team’s role and increasing demand for the Mobility and Life products.

Vivaldi interviewed more than 20 senior leaders, assessed market conditions, customer profiles, NPS, touchpoints, and brand values, then built a coherent marketing strategy, message architecture, and product campaign concept for Generali. The work helped unify internal stakeholders, raise the credibility of marketing across the business, and led to the product campaign being handed off to a major global advertising agency within three months; the new campaign launched successfully in Switzerland in April 2016.

Generali