AXA Sun Life Direct to review £10m task

LONDON - AXA Sun Life Direct, the direct-to-consumer arm of French insurance giant AXA, is reviewing its £10m direct marketing account just a year after appointing Proximity London to handle the task.

The company has issued a tender document inviting agencies to put themselves forward for the assignment, and hopes to make a decision well before the end of the year.

AXA Sun Life Direct is part of the AXA Sun Life division of AXA UK, and is run separately from the general insurance division AXA Insurance. It sells a range of products including individual savings accounts and home insurance.

Proximity picked up the business in September 2001 after a pitch against WWAV Rapp Collins and Leeds-based agency Brahm.

It had previously been split between several agencies, including DraftWorldwide and TLG Marketing.

Last week, AXA Insurance launched TV ads through TBWA\London, focusing on its full portfolio of products, which also include pensions and AXA PPP Healthcare. The campaign is part of a push to establish AXA as a unified international brand.

The group has traditionally used sponsorship as a major part of its brand strategy, the highlight being its four-year link with The FA Cup.

That deal ended last season after the Football Association restructured its commercial arrangements and Nationwide emerged as the FA’s sole financial services partner.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage