AXA Direct calls review of pounds 10m DM business

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

Life brands.

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