AAH encompasses pet insurance brands such as Petplan and Petplan Equine. The account was previously held by Avenue A Razorfish.
Equi=Media has been commissioned to redesign and rebuild the Petplan website, which will support wider direct marketing and media planning activity.
Alison Andrew, marketing manager at Allianz Animal Health, said: “We needed an agency that could provide digital media planning and buying services as well as tell us in detail what was and wasn’t working. Equi=Media’s tracking technology is exactly what we needed."
The agency 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.
Andrew Burgess, managing director at Equi=Media, said: “Allianz Animal Health is already incredibly successful at selling directly to clients, through its brands Petplan and Petplan Equine. We are confident that we can establish a digital strategy aligned with the company's direct strategy."
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.
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