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Axa Sun Life plans major ad push to back new identity

Axa Sun Life is planning a multi-million-pound marketing and advertising push in the new year to promote the Axa brand name.

The company was created from the £690m merger of Axa Equity & Law and Sun Life & Provincial Holdings in July.

The new campaign will start in April when Axa Life, the new direct-sales company, will be launched.

Sun Life will be relaunched as the IFA company in January. But the Sun Life name will eventually be scrapped when the company is re branded.

Axa Group chairman Claude Bebear has said that the Axa brand should be used in all the group&#39s operations.

Sun Life, as a strong UK brand, will be kept for the foreseeable future but press officer Graham Bohannon says it will be "run off over a period of time".

Axa Sun Life has called in PR agency Lowe Bell to deal with corporate PR and investor relations. It will also have an input in the new campaign.

Despite the moves, poor staff morale dogs Axa Sun Life. Last month, Money Marketing revealed a leaked memo from staff at Axa&#39s former UK head office in High Wycombe claiming that morale was "at an all-time low".

Some staff at Sun Life&#39s Bristol office have attacked the new company&#39s management for a "total disregard for staff".

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