Alm. Brand Group Enters a Strategic Partnership with WPP Media 

The partnership is meant to strengthen overall go-to-market efforts and drive data-driven growth across Alm. Brand Group's entire brand portfolio

Following a selection process, Alm. Brand Group has chosen WPP Media as its new strategic media and marketing partner. WPP Media will support the group's overall go-to-market strategy – from in-depth insight and strategy to effective execution – with a natural focus on data-driven growth. 

The partnership aims to create a unified, holistic setup across the group's brands, which include Alm. Brand, Codan, Privatsikring, and Erhvervssikring, ensuring the right balance between long-term brand building and short-term performance. The timing supports both the work of establishing Alm. Brand and Codan's new brand platforms and Alm. Brand Group's upcoming 2028 group strategy. 

Strategy, Data – and Shared Values Were Decisive 

The selection of WPP Media was based on a comprehensive assessment, where Alm. Brand Group particularly emphasized WPP Media's strategic and commercial competencies, experience with integrated go-to-market solutions, and clear focus on using insights and data to create relevant and effective communication. Furthermore, shared values and collaborative chemistry were crucial to the decision. 

"At Alm. Brand Group, we need a partner who can provide sparring at both a strategic and operational level. With WPP Media, we gain an agency that can translate strategy into concrete, cohesive initiatives across target audiences and channels," says Morten Andreas Hove, Head of Marketing Strategy & Performance at Alm. Brand Group. 

A central task for the new partnership will be to strengthen communication with both new and existing customers, as retention is a highly prioritized focus area for Alm. Brand Group. 

"In a world characterized by rapid technological development and changed consumer behavior, we need a partner who can help us be even more relevant and current. WPP Media's insight-based approach will therefore be central to achieving our goals," adds Morten Andreas Hove. 

The collaboration will, among other things, establish a common measurement framework and leverage the synergies between brand building and performance. 

WPP Media Looks Forward to the Collaboration 

At WPP Media, which recently consolidated its competencies into a "One-Company" structure, they look forward to collaborating on Alm. Brand Group's major ambitions. 

"We are incredibly proud to enter a strategic partnership with Alm. Brand Group. We share the ambition for data-driven, integrated, and value-creating marketing, and the process has shown strong mutual curiosity and trust. Our competencies in media, data, content, and tech – supported by our tools and AI investments – provide a strong foundation for growth in a competitive and dynamic insurance market," says Patrick Stenberg, Managing Director at WPP Media. 

The partnership officially commences on January 1, 2026. 

About Alm. Brand Group: Alm. Brand Group is a leading Danish financial group offering insurance, banking, and pension products. With a strong focus on customer-centricity and innovation, the group serves a broad base of private and corporate customers through its various brands. 

About WPP Media: WPP Media (formerly known as GroupM) is WPP’s global media group. In a world where media is everywhere and in everything, WPP Media brings together the best platforms, people, and partners to create unlimited opportunities for growth. For more information, visit https://www.wppmedia.com/ 

Contact for more information: Patrick Stenberg Mail: [email protected] Phone: +45 27 79 55 71