The WPP Group-owned agency will handle AXA brand advertising across all three of its UK divisions: AXA Sun Life, the pensions and life assurance business; AXA Insurance, for general and corporate insurance; and AXA PPP Healthcare, the health insurance business.
The account was previously held by TBWA\London, which mainly worked to promote AXA's sponsorship of the FA Cup, which has now ended.
The initial long-list of agencies pitching for the account saw TBWA, Publicis, BMP, WFCA and JWT present.
The appointment was overseen by head of marketing Darin Nightingale. A spokesman for AXA said that JWT and BMP DDB had both presented excellent creative ideas. "However, JWT was chosen because it is right for us and our brand at the moment," he said.
OMD Connect handles media for AXA and there are no plans to review that account at present.
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