Axa hires first marketing chief

Axa UK has appointed John Bines, Royal & SunAlliance head of creditor and cashplans, as its first group marketing and services director, in a move that could trigger a review of the group’s £27m advertising business.

Axa UK has appointed John Bines, Royal & SunAlliance head of creditor and cashplans, as its first group marketing and services director, in a move that could trigger a review of the group’s £27m advertising business.

Bines’ brief is to create an overarching marketing strategy for Axa Sun Life, Axa Insurance, PPP Healthcare and Axa Ireland.

A spokesman for the company says that Bines will have the option of consolidating the divisions’ advertising into one or several agencies.

Axa Insurance is reviewing its £12m direct marketing account, held by Rapier. This will be put on hold until Bines’ arrival in January.

Axa Sun Life Direct handed its £10m direct marketing account to Proximity London in September. Axa Insurance uses TBWA/London for its FA Cup sponsorship.

Rapier, CKBT and SMP carry out direct marketing for PPP Healthcare, although the company denies the £5m account is being reviewed.

Divisional marketing directors are unaffected by the appointment, but will report to Bines, who will also have responsibility for CRM, procurement and e-business.

The decision to appoint a group marketing director was prompted by the departure of Axa brand director Andy Hurst, who left in September to join Bryant Homes.

Bines will report to Dennis Holt, Axa UK group chief executive, who instigated the marketing review.