CAMPAIGN-I: AXA appoints Chime Online and AMD for internet launch

AXA, the UK's third-largest general insurance company, has appointed two new roster agencies, AMD Advertising and Chime Online, to support the multimillion-pound launch of its internet portal.

AXA, the UK's third-largest general insurance company, has appointed two new roster agencies, AMD Advertising and Chime Online, to support the multimillion-pound launch of its internet portal.

The agencies, which are both part of Chime Communications, won the business following a pitch against a number of other, undisclosed agencies.

AMD Advertising, which hired HHCL & Partners' partner Adrian Coleman as its chief executive three weeks ago, will create both on- and offline ads for the portal brand and Chime Online will provide advice on the general marketing strategy. TBWA/London will continue to handle advertising for the flagship AXA brand.

The site is due to launch at the beginning of next year in the UK, France, Belgium and Germany.

Optimum Action (a joint venture involving WWAV Rapp Collins and BMP Media) will continue supplying planning and media buying through the line.

Graham Hill, the chief executive of e-business at AXA UK, said: 'Financial products are ideal for marketing online. There is a distinctive gap in the marketplace for AXA to offer tailored assistance from a trusted source.

'We are aiming to fill this through an enhancement to our new UK website, www.axa.co.uk.'

Coleman commented: 'We are delighted to be working on such a significant financial services launch - the new portal is a great way for consumers to experience the AXA brand.'