AXA is believed to have reduced a list of six agencies down to just two, J Walter Thompson and BMP DDB. The company had originally shortlisted incumbent TBWA, Publicis and below-the-line agencies HHM and WFCA Integrated for the work.
TBWA only worked on parts of the AXA business, but JWT stands to pick up AXA Insurance, AXA PPP and the AXA Sun Life work, which together are worth an estimated 拢30m.
It is the second time the French company has reviewed its advertising account in the space of a year.
AXA's media account, currently held by OMD, is not affected by the creative review.
AXA was the sponsor of the FA Cup for the past four years, but lost out to Nationwide, which takes over from next year in a 拢35m four-year deal to be the Football Association's sole financial partner.
Jonathan Mildenhall, joint managing director of TBWA\London, said: "No agency ever enjoys losing an account, whatever the size. JWT has now been given a great opportunity to do some work that gets talked about. I look forward to doing just that."
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