AXA is launching a television advertising campaign this weekend. The campaign has been created by TBWA/London, with media buying by OMD. The new ads focus on the four products under the AXA brand – insurance, pensions, investments and AXA PPP Healthcare. An AXA spokesman says the campaign is the company’s first umbrella branding as part of an international push towards creating a single AXA brand. Until earlier this year, AXA’s main UK marketing platform was its four-year &£25m sponsorship of the FA Cup, but the relationship ended in some acrimony after the Football Association introduced its new ‘partnership’ sponsorship programme (MW May 16).