AXA finds brand chief at Land Rover

Insurance giant AXA has poached Land Rover brand director Andy Hurst to fill the new post of director of brand development.

Insurance giant AXA has poached Land Rover brand director Andy Hurst to fill the new post of director of brand development.

Hurst, the marketer responsible for the car manufacturer's 'Released into the wild' ads, will work on AXA's brand strategy and will leverage awareness of the brand created by its sponsorship of the FA Cup. He will report to Andy Homer, AXA Insurance's chief executive, who also oversees brand development issues.

Hurst has worked at Land Rover for four years. He was behind the launches of the series two Discovery in 1998 and Freelander in 1997.

He is replaced by Peter Lowe, general manager of Land Rover's 3D Experience division, a role that involves working on motor show activity, new launches and sponsorship. Lowe will report to John Edwards, Land Rover's global marketing director.

Hurst said: 'The AXA brand has grown significantly over the past two years and the FA Cup sponsorship has made a major contribution to AXA brand awareness for the man on the street. Now it's time to build on that success, establishing alignment of our proposition and marketing.'

Last year AXA centralised its direct marketing business into Rapier and its creative account into TBWA/London.

In August it consolidated its media planning and buying account, worth about pounds 20m, into Optimum Action. The work was previously handled by Universal McCann Manchester for AXA Direct, MediaCom Direct for AXA SunLife Direct, BMP Solutions in Media for AXA SunLife and Motive for the PPP Healthcare brand.

Sun Life and Provincial Holdings, which had been 56%-owned by AXA, changed its name to AXA UK after AXA bought the remaining shares in the company in July.


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


Virgin, 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
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands