AXA director exits for Bryant Homes

AXA UK top marketer Andy Hurst has left the insurance group after

less than a year, to join Bryant Homes, the house building division of

Taylor Woodrow, as sales and marketing director.

Hurst's departure comes after the insurance giant unveiled its plans to

concentrate on the AXA brand worldwide and drop the Sun Life name in the

UK (Marketing, July 19). Hurst has yet to be replaced.

Hurst's role was central to this strategy. As brand director for AXA UK

he reported directly to the chief executive of the insurance business

Andy Homer. His brief was to co-ordinate activity involving brand

development across the group. He was also responsible for raising the

brand's profile in the UK through its sponsorship of the FA Cup.

Hurst, who was brand director at Land Rover before joining AXA, joins

Bryant Homes in mid October, with a brief to boost the brand in the

building construction industry.

Phil Hickley, spokesman for AXA UK, said there would be no change to the

brand strategy or sponsorship arrangements, despite the fact that Hurst

has not yet been replaced.

In a separate move, the AXA group has abandoned a strategy to develop

its new media division, eAXA, into an independent business group.

Hickley said: "We have tracked the developments and have detected a need

to amend our strategy. We will still be developing a concept of a

portal, but no longer with the idea of its being a wholly different

fourth business."


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