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's 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.