JWT tipped for £12m AXA brief

French insurance giant AXA is understood to favour J Walter Thompson for its £11.5m advertising account, although BMP DDB still remains in the frame after a six-way pitch.

The other agencies on the shortlist comprised Publicis, WFCA Integrated and incumbents TBWA/ London and HHM.

The review was led by AXA UK head of brand Darrin Nightingale, in conjunction with the marketing directors from sub-brands AXA Insurance, AXA Sun Life and AXA PPP Healthcare. The appointment of one agency for all the AXA brands reflects the company’s intention to create a single brand strategy worldwide.

Last autumn, incumbent TBWA created a television campaign for AXA UK to promote the single AXA brand. Last month the agency won the £18m Abbey National account from Euro RSCG Wnek Gosper (MW April 10).

AXA shifted its emphasis to above-the-line advertising last year when it lost the FA Cup sponsorship after four years to rival Nationwide.

AXA plans to phase out the AXA Sun Life name in favour of AXA Life. The insurance company’s direct marketing agency Presky Maves is unaffected by JWT’s appointment.

AXA denies speculation that its media account is up for review. OMD UK holds the bulk of its media business. MediaCom handles the planning and buying for AXA Sun Life Direct.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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