View more on these topics

Axa puts its faith in global branding

Axa Group is planning to spend £100m between now and 2000 in an attempt to build its global financial services brand.

It claims that there are no global brands in financial services and believes it is uniquely placed to take the mantle.

The company is running an £8m campaign, including TV ads, in the UK. Its UK subsidiaries include Axa Sun Life and Axa Assurance, which was launched last week.

The TV ads emphasise trust, featuring guide dogs, water wings and bodyguards. The ads, created by TBWA Simons Palmer say: Every day 35 million people worldwide put their faith in Axa.

Chief executive of Axa&#39s UK operations Mark Wood says: "There are no global brands in financial services, just thousands of product providers. Some have respected names but none has brand strength. We will build a brand which reflects our values and philosophy. With operations in over 50 countries and £300bn under management, Axa is in a unique position."

Axa Group is spending £43m this year on a global brand-building campaign. TV and press ads feature a new slogan: Go ahead, go ahead with Axa. Axa is planning a second burst of the campaign, developed with agency DDB Needham Worldwide, for the autumn.


Grenfell returns with managed risk fund

Morgan Grenfell Asset Management is returning to the retail market with a protected unit trust modelled on its institutional managed risk equity fund. The All-Weather equity fund aims to provide an element of protection to investors who are seeking exposure to equities but are uncomfort-able with the perceived risk. But the biggest challenge will be […]

Registration could lead to fines for retiring IFAs

Retiring IFAs could be bankrupted by fines up to 30 months after they leave the industry following the introduction of individual registration rules. The PIA has imposed the 30-month rule because it says most misselling cases come to light after an independent adviser has left a firm. The problem will be made worse by professional […]

To be and not to be – Multi asset investing with conviction

At Pictet Asset Management we believe active management of asset allocation is the most important generator of returns. What is not to be in our portfolio is just as important as what is to be because good performance is determined as much by the assets you avoid as by those you hold. The FP Pictet Multi Asset Portfolio managers are not wedded to any particular […]


News and expert analysis straight to your inbox

Sign up


    Leave a comment


    Why register with Money Marketing ?

    Providing trusted insight for professional advisers. Since 1985 Money Marketing has helped promote and analyse the financial adviser community in the UK and continues to be the trusted industry brand for independent insight and thought leadership.

    News & analysis delivered directly to your inbox
    Register today to receive our range of news alerts including daily and weekly briefings

    Money Marketing Events
    Be the first to hear about our industry leading conferences, awards, roundtables and more.

    Research and insight
    Take part in and see the results of Money Marketing's flagship investigations into industry trends.

    Have your say
    Only registered users can post comments. As the voice of the adviser community, our content generates robust debate. Sign up today and make your voice heard.

    Register now

    Having problems?

    Contact us on +44 (0)20 7292 3712

    Lines are open Monday to Friday 9:00am -5.00pm