MindShare to split £15m Axa with MPG

The financial company Axa has split its £15 million media planning and buying account between Media Planning Group and MindShare.

MPG will handle media for the Axa Sun Life-branded products, while MindShare will handle planning and buying for the main Axa brand.

The bulk of the work for the Axa Sun Life products will be direct response-driven, and MPG is expected to work closely with its sister Havas agency All Response Media. MindShare was felt to be more suited to the brand-led activity.

The decision follows a pitch process that started in April. The incumbent, OMD Connect, a joint venture between OMD UK and WWAV Rapp Collins, pulled out of the process, leaving MPG, MindShare and Carat to fight for the task.

MPG and MindShare declined to comment.