The Axa Group is launching a £40m advertising campaign in a bid to build its brand name across the globe.
The group, parent of Axa Sun Life in the UK, is aiming to build a single brand across the world by 2000. The campaign, which breaks this week, includes TV and press ads which feature a new slogan – "Go ahead, go ahead with Axa".
Axa is also planning a second burst of the campaign, which has a total budget of around £43m, for the autumn.
The ads, developed with agency DDB Needham Worldwide, will be focused on Europe, North America and Asia.
An Axa spokesman says: "The goal is to establish the Axa name in every country where the company is operating by 2000. The increasingly global nature of markets and the success of major industrial giants that trade under a single brand show that this is the best strategy for the group.
"To strengthen the impact of the corporate campaign, local campaigns will be launched by the group's subsidiaries around the world."
Group chairman Claude Bebear has said that the Axa brand should be used in all the group's operations.
Axa Sun Life, created from the £690m merger between Axa Equity & Law and Sun Life & Provincial Holdings last year, is also planning a multi-million-pound marketing and ad push.
The campaign is due to be launched next month along with Axa Life, the new direct-sales company.
Sun Life was relaunched as the IFA Company in January but the name will eventually be scrapped.