French insurance firm Axa is to review its advertising agency
arrangements once regulatory and shareholder approval for its
acquisition of Guardian Royal Exchange is cleared next month.
Gary Shaughnessy, marketing manager and board director of Axa UK, said:
’A strategic review of current agencies and how we organise ourselves
will take place.’
The review will affect TBWA GGT Simons Palmer, which was handed Axa’s
pounds 5m account in March last year. The agency has created bumper
break ads for FA Cup games. Axa put pounds 40m into a four-year
sponsorship deal of the competition last year.
It also threatens BMP DDB’s hold on the pounds 3m Guardian Direct
account, which it won in June last year.
Both companies’ media accounts, held by BMP Optimum, will be
Direct agencies Rapier, McCann-Erickson Manchester and TDA Marketing
Communications will also be affected.