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
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.