According to sources, the pitch sees the incumbent line up against Saatchi & Saatchi.
AXA launched a global positioning earlier this year, created by Saatchi & Saatchi’s sister agency Publicis Consultants in Paris. The company has adopted a campaign theme, ‘redefining/standards’, aimed at addressing a key problems it faces: consumer trust levels.
AXA launched a global positioning earlier this year, created by Saatchi & Saatchi’s sister agency Publicis Consultants in Paris. The company has adopted a campaign theme, ‘redefining/standards’, aimed at addressing a key problems it faces: consumer trust levels.
The rebranding includes a new logo, called the ‘switch’, which is designed to reinforce consumer awareness. AXA intends to build its brand around three core attributes: attentiveness, reliability and availability. According to sources, the company is pitching its account worldwide to identify agencies to produce work in line with the brand positioning.
Grey currently handles the AXA business across eight countries - Australia, Japan, India, Thailand, Indonesia, Singapore, China and Hong Kong. Earlier this year, AXA handed its UK creative business to Saatchi & Saatchi.
“It’s definitely not a foregone conclusion,” said a source of Saatchis chances, given its sister agency’s role on developing the brand strategy. “But it couldn’t work against them.”
While full details of AXA’s Asia-Pacific media spend were unavailable at press time, Recma figures across Hong Kong, Australia and New Zealand peg spend at US$10 million.
