Axa Puts £10m Direct Marketing Business Up for Grabs

02 July 2001

AXA Sun Life Direct, the UK direct sales subsidiary of French-headquartered financial services giant AXA Financial, is reviewing its £10 million direct marketing account. The company was formed in 1997 when Sun Life Group merged with AXA Equity & Law, creating the UK’s fourth largest insurer.

The business is currently spread across a number of agencies, the lion’s share held by Draft Worldwide. TLG Marketing and Keith Barnes & Associates also handle elements of the account which is strongly mail and FSI-oriented, accounting for some £7m of total spend with the residue split between DRTV and press.

Some brands are still marketed under the Axa and Sun Life names, although the former is handled by Rapier and excluded from the review. This is being conducted under the baton of John Hoyle, head of marketing for AXA Sun Life Direct with assistance from the Institute of Direct Marketing’s agency search service.

News source: CampaignLive (UK)