AXA hands pounds 20m media task to Optimum Action

Insurance giant AXA has consolidated its media planning and buying account, worth an estimated pounds 20m in above-the-line spend, into Optimum Action, the joint venture between BMP Solutions in Media and WWAV Rapp Collins Media.

Insurance giant AXA has consolidated its media planning and buying

account, worth an estimated pounds 20m in above-the-line spend, into

Optimum Action, the joint venture between BMP Solutions in Media and

WWAV Rapp Collins Media.



The decision sees Optimum Action handle AXA’s through-the-line media

requirements, including sponsorship of the FA Cup. It will also handle

inserts, the internet, television, press and outdoor media.



The decision concludes an 11-month review of AXA’s media requirements

following its purchase in February last year of Guardian Royal Exchange,

including the PPP Healthcare brand. AXA has been keen to rationalise its

roster of media agencies into a single agency to achieve greater cost

efficiencies.



Optimum Action fought off competition from Universal McCann Manchester,

MediaCom TMB and Starcom Motive to win the business.



Prior to the consolidation, Universal McCann Manchester handled media

for AXA Direct, while MediaCom Direct handled media for AXA SunLife

Direct, and Motive handled media for PPP. BMP Solutions in Media was

with AXA SunLife.



The media review follows the centralisation of AXA’s direct marketing

business into Rapier and of its creative account into TBWA GGT Simons

Palmer last year.



AXA is also reviewing its marketing operations following the departure

of marketing director Simon Rhodes who quit in March. His role as

marketing director of AXA Insurance was split between personal lines

director Lee Gladwell and intermediary lines director Mark Cliff

(Marketing July 27).



The company is now deciding how to replace Rhodes’ responsibilities at a

UK brand level.



Optimum Action was set up last June to pool WWAV Rapp Collins Media’s

expertise in direct marketing with BMP Solutions in Media’s media and

sponsorship know-how, and create a strategic direct agency.



According to Mark Palmer, managing partner at BMP Solutions in Media,

Optimum Action will be charged with devising an integrated media

strategy across all the AXA brands and all forms of media.



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