BMP Optimum scoops 6m Axa Sun Life brief

Insurance giant Axa Sun Life is understood to have appointed BMP Optimum to its 6m media planning and buying account.

The account was formerly handled by Eurospace – the TBWA and TMD Carat joint venture – but when TBWA pulled its media buying from Eurospace, Axa decided to review the business (MW May 22 1997).

It is understood that TMD Carat has been talking to Axa at its French headquarters, along with Omnicom agencies Manning Gottlieb Media and BMP, although there was no formal pitch. Optimum Media Direction handles the business globally from its French head office.

Sources close to the company suggest Axa is planning a major advertising campaign in the spring – in the UK the insurer has low brand awareness.

Last year, Axa Equity & Law merged with Sun Life in the UK to form new life company Axa Sun Life. Axa will be used as the consumer brand and direct sales of life and pension products, while Sun Life will be reserved for independent financial advisers.

TBWA retains the above-the line advertising business. Last year, Axa was accused of racial bias when the image of a black man in a pension plan brochure was pulled and replaced with one of a white woman.

Axa Provincial, the UK general insurance arm of Sun Life and Provincial Holdings, has appointed Gary Shaughnessy to the newly created role of marketing director from March 1.

Shaughnessy, who was previously general manager of marketing for AA Financial Services, will spearhead a new marketing drive for general insurance personal and com- mercial lines and promote the Axa brand throughout the UK this year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here