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.



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

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
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
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers