View more on these topics

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".

Recommended

Challenge for pole position

Get on to the grid for the second (and final) lap of our Norwich Union/Scalextric comp etition. Norwich Union is offering Money Marketing readers the chance to win one of 10 Scalextric sets to celebrate its new Managed Portfolio. The set includes a oval-shaped circuit, two ground- hugging Magnatraction cars – a Ferrari and a […]

Gilchrist will run for Scottish Parliament

Scottish Life general manager (sales) Jim Gilchrist is making a bid to become an MP in the new Scottish Parliament after failing to clinch the chief executive job. Gilchrist, 55, was pipped to the post last week by gene ral manager (administration) Brian Duffin after a hotly contested battle. Many had tipped Gilchrist to win. […]

Lloyds-TSB backs Five Nations

Lloyds-TSB is to sponsor the rugby union Five Nations Championship and 1999 Rugby World Cup in a £12m deal to boost its brand profile. The three-year deal includes the first-ever title sponsorship of the 1999 and 2000 Five Nations Championships, as well as backing for England&#39s, Wales&#39 and Ireland&#39s home internationals in the 1998 competition. […]

Woolwich may sell via brokers

Woolwich is considering launching its life and investment products into the IFA market for the first time. Woolwich Life and Woolwich Unit Trust Managers started investigating a move into the IFA sector last month as part of a review of distribution. Both companies&#39 products are currently only available through Woolwich branches. Woolwich general manager (branch […]

Newsletter

News and expert analysis straight to your inbox

Sign up

Comments

    Leave a comment