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John Bines is only a few weeks into the top marketing job at the UK's third largest insurer, and he's already causing astir.
As he takes up the brief to form an above-the-line strategy bringing the PPP Healthcare, AXA Sun Life, AXA Insurance and AXA Direct brands under one roof, the rumours of agency shake-ups have already started.
But reports that he is about to oust AXA's ad agency, TBWA\London from the roster annoy Bines. And he does not appear to be someone that angers easily. On the contrary Bines, who joined AXA from Royal & Sun Alliance earlier this month, comes across as laid-back and tolerant. Asked about TBWA pitching for AXA rival Prudential's ad account, he is refreshingly relaxed about the issue of client conflict.
"We're grown-up about it. It's a …