Axa, the financial services group, is understood to have split its £15m media planning and buying account between MindShare and Media Planning Group (MPG). The business was previously handled by OMD Connect, a joint venture between OMD UK and WWAV Rapp Collins, which pulled out of the pitch at the end of July.
It is thought that planning and buying for the main Axa brand will be handled by MindShare, while MPG will be responsible for the group’s Axa Sun Life-branded products. The majority of this work is direct response-driven.
Axa called the review in April. Carat also pitched for the business.