AXA Sun Life Direct gives £10m DM task to Proximity London

AXA Sun Life Direct, the direct selling arm of the insurance giant

AXA Sun Life, has appointed Proximity London to its £10 million

direct marketing account.

The agency won the business after a three-way pitch against WWAV Rapp

Collins and the Leeds-based agency Brahm. The account was previously

split between several agencies, including Draft Worldwide, TLG marketing

and Keith Barnes Associates.

The review was conducted through the Institute of Direct Marketing by

John Hoyle, the head of marketing for AXA Sun Life Direct. It follows a

media review last year that saw AXA Sun Life Direct's media consolidated

into Optimum Action.

Proximity London will create direct marketing for products including

home and car insurance and ISAs. Around £3 million of AXA Sun Life

Direct's spend is on press and DRTV advertising, with the remainder

being spent on direct mail and inserts.

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 expanding its own team of direct marketers. Last week it

poached Mark Hanson from Centrica to take on the role of head of

knowledge management.

Hanson is one of eight senior marketers recruited by Frank Wilson, who

joined AXA Sun Life last year as marketing director.

The AXA win is Proximity London's first since the merger of BHWG with

Traffic and Clarke Hooper Momentum. The agency is led by the chief

executive, Simon Hall.