Agency: Fallon London
campaignlive.co.uk, Wednesday, 16 August 2000 12:00AM
- The insurance and financial services giant AXA has appointed OMD's second string agency BMP Solutions in Media and its direct joint venture with WWAV Rapp Collins Media, Optimum Action, to handle its centralised through-the-line media strategy and buying account, worth about £20 million.
OMD's triumph follows 11 months after the media review was kicked off. Other agencies pitching for the account were Starcom Motive, which handled the PPP business, Universal McCann Manchester, which was responsible for AXA Direct and MediaCom Direct which handled the AXA SunLife Direct business. BMP Solutions in Media already worked on AXA's sponsorship activities.
AXA sought to centralise its media to achieve greater effectiveness and cost control after it acquired the Guardian Royal Exchange (GRE) in February last year. BMP Solutions and Optimum Action will together work on inserts, television, press, outdoor, sponsorship and internet advertising.
Pete Wilkinson, AXA's group director of strategic procurement, said: "We had no dissatisfaction with any of our previous agencies. However, our business, and the communication channels to consumers, have progressed rapidly. We felt that we needed a fundamentally new approach to how we handled our media as a group."
Mark Palmer, a managing partner of Optimum Action, said: "This appointment means that there will be a group of people thinking for AXA as a whole, who will look at the integration of their brand and direct communication."
Last year AXA decided to rationalise its creative and direct marketing accounts, axing BMP DDB from its creative roster, which handled the GRE creative account, and centralising the account into TBWA GGT Simons Palmer, the incumbent on AXA. Rapier was appointed to handle the direct marketing account.
The departure of AXA's marketing director Simon Rhodes in March has led the insurance company to review its marketing division. Rhodes role as marketing director of AXA Insurance was split last month between Lee Gladwell and Mark Cliff. AXA has yet to decide on how it will substitute Rhode's role at a UK brand level.
This article was first published on campaignlive.co.uk