PPP talks to agencies about £5m DM review

PPP Healthcare, the private health insurer owned by AXA, is

reviewing its direct marketing roster.

The insurance company, which spends about £5 million below the

line, uses several agencies for its direct marketing including CKBT,

Rapier and SMP. However, it has approached other agencies about holding

a pitch for all or parts of the business, though the review is at an

early stage.

The decision by PPP to review follows a recent pitch for the direct

account of AXA's sister company, AXA Direct. Proximity London won that


Rapier holds the account for AXA's insurance products.

Last year, CKBT established a loyalty programme for PPP involving

third-party partnerships, a health information line and a quarterly

direct mailing programme. It increased levels of cross-selling of PPP

products and increased the number of policy holders renewing their


This year Rapier has run insert campaigns for PPP to attract new

customers, but most of its work is for AXA.

Services offered by PPP include medical insurance, dental care,

occupational health and health information and counselling services.

PPP's advertising is handled by M&C Saatchi. The account is unaffected

by the direct marketing review. Dan Nightingale, PPP's head of brand

communications, was unavailable for comment as Campaign went to press.

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