French finance giant Axa has appointed two London-based WPP agencies to handle the launch account for its online portal, worth an estimated &£10m.
Chime Online will devise the branding strategy, while AMD Advertising will produce the ads, which are likely to include TV, press, posters and online executions.
The portal is scheduled to launch in the first quarter of next year and will offer core savings and investments from Axa Sun Life, with PPP and Axa Insurance contributing a range of health and general insurance products.
The site will also offer banking and share dealing services, through the company’s partnership with The Woolwich and Axa’s brokerage arm DLJ Direct.
Karen Jones, Axa UK e-business marketing director, who joined the company two months ago from Abbey National (MW August 8), says: “This launch will demonstrate how Axa plans to break the mould for financial services brands.”
AMD Group chief executive Adrian Coleman adds: “The site will not simply try to sell Axa’s products – it will give consumers in-depth advice on the best way forward for their finances.”
The appointments will not affect Axa’s other agencies. TBWA London handles the main Axa brand, including its sponsorship of the FA Cup, while media is run by Optimum Action.