Havas Media, which includes Arena BLM and MPG, will work on all Axa brands, including Sun Life and Swiftcover.
Axa group marketing and communications director Olivier Mariée says: “Axa has a strong brand in the UK. By appointing Havas to manage our media buying I believe it will provide us with increased strength and efficiency which will further enable us to develop our red line advertising campaign and messaging to consumers.”
The appointment sees a consolidation across Axa’s brands. The previous incumbent on the Axa-branded general insurance business was Mindshare. The offline incumbent for Swiftcover was Initiative and Sun Life Direct was handled by MPG and All Response Media.
Saatchi & Saatchi was appointed to the work on the main brand last year and developed the new “Redefining standards” strapline for a campaign last October.
The new strapline was created to help tackle the consumer mistrust in financial institutions and replaced the line “Be life confident.”
Sun Life was turned into a standalone brand earlier this year.
Swiftcover signed up rocker Iggy Pop to feature in a campaign earlier this year. The campaign was rapped by the Advertising Standards Authority as being misleading because Swiftcover does not insure entertainers.