McCann WorldGroup claimed it had won the pitch —concluded in July — but had the business taken from it following a dictat from Axaheadquarters to align the account with Grey, which handles Axa in nine other markets.
"We had a letter of appointment and had produced work for the client. But because of a move dictated by Axa's HQ in Paris, the account was reassigned to Grey," said Mark Ingrouille, CEO, McCann WorldGroup .
Shilpa Swaroop, CEO of Grey Worldwide Thailand, declined to comment on the move, while the client did not return Media's calls.
Grey handles Axa in Japan, China, Hong Kong, India, Malaysia, Singapore, Australia, New Zealand and London. McCann retains Axa's below-the-line and media business in Thailand.
Grey's first task is to use TV and print to inform stakeholders of the venture with the line 'The Power of Two'. It will then communicate the new brand positioning to consumers by localising the 'Axa Plan' strategy, devised by Grey in Australia.
"This is one of our biggest wins this year, and hopefully we can grow the partnership with AXA below-the-line too," said Swaroop.
Krung Thai and Axa formed an alliance in 2001.
