WFCA Integrated joins Axa roster to adapt UK ads

French insurance giant Axa has appointed WFCA Integrated to handle its UK advertising, working alongside Grey Worldwide Australia, which snatched the &£22m UK account from JWT in October last year.

The Tunbridge Wells-based agency is understood to be working on developing and executing campaigns, which have been created by Grey, for the UK. An Axa brand campaign is due to run across television, press and poster campaigns.

Axa last reviewed its advertising in 2003 as part of a move to consolidate the marketing for its three divisions, Axa Sun Life, Axa PPP Healthcare and Axa Insurance. WFCA, which had been working with the healthcare division on a project basis, was invited to pitch but the account was won by JWT.

Axa UK head of brand Darrin Nightingale handed the account to Grey after seeing its work for Axa Australia, but has appointed WFCA to its roster to adapt the work for the UK.

Nightingale, formerly Axa PPP Healthcare’s marketing director, has been pushing to increase awareness of the company’s brands and products since his promotion in 2002. Last year he signed a &£2m deal to sponsor drama on ITV3 (MW July 28, 2005).

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