Axa brings in Havas before unveiling new product range

Axa is preparing to launch a raft of new insurance products across its brands to underpin its “Redefining Standards” positioning after appointing Havas UK to handle media planning and buying across the company.

Axa group marketing and communications director Olivier Mariee told Marketing Week that the appointment of Havas UK last week was an important step in preparing the marketing of the new products.

Some of the products, such as the Axa Family Suntrust pension, have already been unveiled. Others being developed include a direct motor insurance product under the Axa brand.

Mariee says the consolidation of the media business into Havas was not primarily driven by cost efficiencies, although these were a consideration.

“We had to find a partner that could help us address all our different needs as we have a large brand portfolio. For instance, we will be launching a motor insurance product and we need to consider how we will position this proposition with [Axa brand] Swiftcover and make sure we minimise cannibalisation.”

Commenting on the “Redefining Standards” strapline developed with Saatchi & Saatchi and introduced last year, Mariee says building trust is still essential in marketing communications for financial products.

“Some newspapers have reported the financial turmoil is stabilising but we have recently carried out research where we tested new ideas, and trust is completely in the consumer mind. The key question for us is how we focus on that and position our branding in this environment.”

Axa is planning activity for its brands for September and October.

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