AXA Sun Life Direct, the direct selling arm of the insurance giant
AXA Sun Life, is reviewing its pounds 10 million direct marketing
The business is currently split between several agencies including Draft
Worldwide, TLG Marketing and Keith Barnes Associates. Around pounds 3
million of the spend is focused on press and DRTV advertising with the
remainder on direct mail and inserts. However, last year AXA Sun Life
cut back radically on its direct mail spend.
Direct marketing for products including home and car insurance, ISAs,
Moneyback plan and the over-50s insurance plan is included in the
review. Draft Worldwide handles the majority of the business.
John Hoyle, the head of marketing for AXA Sun Life Direct, is conducting
the review. The insurance company is making approaches to agencies
through Steve Buckler, who works for the Institute of Direct Marketing's
agency search service.
Last year, media for AXA Sun Life Direct was consolidated into Optimum
Action as part of a centralisation of AXA's pounds 20 million
Direct marketing for the AXA brand is handled separately by Rapier.
Corporate advertising for AXA Sun Life is through TBWA/London.
AXA Sun Life is the fourth-largest insurer in the UK. It was created in
1997 from a merger between Sun Life Group and AXA Equity & Law. Despite
the merger some products are still marketed with just the Axa or Sun
AXA Sun Life appointed Frank Wilson, formerly a marketer at Prudential,
last November to the new role of marketing director. Part of Wilson's
task is to extend the Sun Life brand through channels such as direct