Axa appoints Publicis for review of brand strategy

French insurance giant Axa has appointed Publicis Consultants, the Publicis Groupe’s brand strategy arm, to undertake a review of its global brand strategy and values.

The move comes as the insurer appoints former Unilever marketer Isabelle Castelain to the role of group brand director. Castelain, who joins Axa next month, will be based at its Paris headquarters and report to Marc Raisiere, group marketing and distribution director.

Publicis’ appointment will not affect the ongoing Axa UK £15m advertising review, which is being handled by Creative Brief.

Vallance Carruthers Coleman Priest, TBWA/London, Euro RSCG and WFCA have been invited to pitch. The incumbent was Grey Australia, with WFCA adapting work for the UK.

Publicis Consultants is understood to be undertaking a root and branch review of the brand and what its future direction should be.

The financial services company is understood to be keen to roll out a brand identity across its insurance, pensions, healthcare, protection and lifecover products across its core markets in Europe, North America and the Asia/Pacific area.

Part of Castelain’s role will be to follow up that brand identity work, as well as the group’s advertising and sponsorship at a global level. She will also provide support for individual Axa companies.

Previously, she was marketing operations director for Unilever’s French home and personal care division.

Last year, the French company conducted a review of its media planning and buying account, splitting the business between Media Planning Group and Mindshare.

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