Several agencies from the Havas group will handle AXA UK's brands.
MPG will take over the AXA division's £20m account from MindShare. Swiftcover, which is worth about £10m, and was previously handled by Initiative, will move to Arena BLM.
AXA Sunlife, which is also worth £10m, will be dealt with by MPG and its sister agency, All Response. The Sunlife brand is already handled by Havas.
According to Olivier Mariee, AXA UK's group marketing and communications director, the media for the firm's direct car insurance service, due to be rolled out next year, will be dealt with by MPG. 'With this proposition, we have come up with something quite new to support our position,' he said.
Mariee also indicated that the Swiftcover campaign, created by ad agency MWO and featuring rock star Iggy Pop, will continue.
The brand was rapped by the Advertising Standards Authority earlier this year when it emerged the company did not insure musicians, despite Pop declaring 'I got it Swiftcovered'. It has since changed its policy in line with the ad's claims.
AXA's online search activity for Swiftcover will remain with digtal agency Steak.