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Axa starting £6m ad push to unite brands

Axa is running a £6m advertising campaign to bring together its three UK businesses under a single branding.

The campaign will unite Axa Insurance, Axa Sun Life and Axa PPP Healthcare under one brand strategy.

The campaign will use a Be Life Confident theme to promote its investments, pensions, healthcare and insurance products. The campaign ads – which use Axa employees picked through a national selection process – will run on national television, in trade and national press, on billboards, on the internet and feature on London Underground advertising.

The ads show customers discussing their everyday financial problems with Axa employees, who then offer a solution that is personalised for each customer in language they can easily understand and identify with.

Axa UK group head of brand Darren Nightingale says: “Axa is an organisation that has expanded rapidly through mergers and acquisitions over recent years. This new campaign is very exciting as it allows us to promote our products and employees who feature in our advertisements in a single co-ordinated campaign.”


Popplewell picks price principle

Financial planning expert Keith Popplewell has shown how regular investments on falling unit prices can beat pound cost averaging. He has shown how investors can reinvest cash into a vehicle with a falling unit price that will reduce the price level that the unit needs to rise for the investor to make a profit. Popplewell […]

Standard prompts MPs to carry out major mutuals probe

The all-party building societies and financial mutuals group is preparing to launch an inquiry into the future of mutuals in financial services. In the wake of Standard Life&#39s decision to demutualise, the group will look at whether regulation leads to demutualisation. It will look at whether the existence of mutual businesses have an effect on […]

Close and Man hedge fund is aiming for 11% return

Close Fund Management and Man Investments have set up a hedge fund product guaranteeing initial capital. The product, which is aimed at investors looking to diver-sify their portfolios away from traditional equities and bonds, is targeting annualised returns of 11-13 per cent over the medium term and annualised volatility of 7-9 per cent. A capital […]

IFAs could boost annuities with a fact-find on health

Thousands of people are missing out on extra income because IFAs are not asking health questions, says GE Life. The annuity provider believes many intermediaries are unaware their clients could qualify for an enhanced annuity because the they are not asking clients questions about qualifying conditions. The firm says people may not mention their conditions […]


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