The French-owned insurance and investment company has invited Carat, MPG, MindShare and incumbent OMD Connect to pitch for the account. Pitches are due to take place over the coming weeks.
AXA launched a review of its media agency arrangements in April as it forged ahead with a new business strategy following the appointment of a new chief executive, Nicolas Moreau, last year.
It has also recently appointed a new UK marketing chief, Olivier Mariee, who joined from the firm's Paris headquarters in 2006.
Head of advertising and sponsorship David Halston told Media Week AXA was looking to refresh its approach with a new brand strategy which will include more branded content.
OMD Connect, a joint venture between OMD UK and WWAV Media, has handled the AXA account since 1999. Creative duties are handled by Grey Australia.
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