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Axa appoints JWT to take over new pounds 23m unified ad business.(J. Walter Thompson)(Brief Article)

Campaign

| June 06, 2003 | COPYRIGHT 2003 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

The French insurance giant Axa has appointed J. Walter Thompson to its pounds 23 million creative advertising account following a final head-to-head battle against BMP DDB.

TBWA/London had held Axa's pounds 1.5 million corporate account but was put on alert in January as Axa announced its intention to hold a winner-takes-all pitch across its three divisions.

The initial longlist of agencies pitching for the account saw TBWA, Publicis, BMP, WFCA Integrated, HHM and JWT present.

JWT is now tasked with developing a unified advertising strategy across Axa PPP Healthcare, Axa Insurance and Axa Sun Life.

'BMP and JWT were both very strong, but the selection team felt JWT was the right choice for brand development going forward. We want to unite further the Axa brands,' Darrin Nightingale, the head of brand ...

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