The French insurance giant confirmed that TBWA has been put on notice until spring, when a pitch will take place. However, a spokesman added: "It shouldn't be assumed that TBWA will be dropped."
Darrin Nightingale, head of brand at AXA, is leading the review but was unavailable to comment.
In October AXA launched a TV campaign through TBWA using the strapline "You only have to AXA." (Marketing, September 20).
The ads reflected its strategy to establish AXA as a unified international brand. They focused on its full portfolio of AXA sub-brands: insurance, Sun Life and PPP Healthcare. The strategy was formed after Nationwide outmanoeuvred AXA to become the Football Association's sole financial partner in March and AXA decided to concentrate on above-the-line advertising.
Separately, AXA Sun Life Direct is reviewing its direct marketing account out of Proximity London.
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