AXA – Global Healthcare & Listen + Learn Research: Winning a place in the suitcase: How AXA optimised its marketing spend to become more relevant and engaging to those looking to move abroad

AXA, an insurance firm, optimised its marketing spend and became more relevant to Britons looking to move abroad.

Synopsis

A beginning

The email you've been waiting for suddenly pings into your inbox. You smile and, all of sudden, find yourself humming "I'm leaving, on a jet plane, don't know when I'll be back again". It's been a dream of yours to work in Hong Kong for years and now it's happening. Right. We're really doing it. Where to start. OK, Google… what do I need to know about moving abroad?

In another office, in another part of town, another email arrives. This one's titled: 'International growth strategy - planning meeting'. Someone else has a big challenge too. They...

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