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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.”


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