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Insurance brand AXA expands 10-year long global creative partnership with Publicis Groupe

The 10-month pitch process included Publicis Groupe, Dentsu, Havas, Omnicom and WPP

The insurance brand AXA has chosen Publicis Groupe to continue as its sole global creative partner, across 30 countries, and as a partner for strategy and media buying in four of its key markets: UK, Germany, Italy and Hong Kong.

In these countries, Publicis Groupe will set up integrated teams and manage creation, media and data for AXA’s advertising practice. The 10-month pitch process included Publicis Groupe, Dentsu, Havas, Omnicom and WPP. AXA has demonstrated its trust in Publicis Groupe, thus expanding its partnership of over ten years for all its communication campaigns.

Publicis will mobilise its talents and expertise to continue the ‘Know You Can’ brand strategy launched in 2019, which fully embodies AXA's vision to be the everyday encouraging partner to its clients. Publicis' data expertise will be key to accelerate AXA’s marketing transformation, beginning with advertising, and in deploying a powerful, relevant and aligned engagement strategy.

WPP has been awarded AXA’s global media account after a competitive pitch process. The account covers close to 30 markets across EMEA, Asia and LATAM. It will be handled by Wavemaker in all markets except France, where it will be handled by GroupM.

Agathe Bousquet, President of Publicis Groupe in France, commented "Firstly, it is a great source of pride to be able to work for a brand like AXA. It is also a real opportunity for Publicis to spearhead a new integrated approach in some of their key countries. At a time when AXA is leading a real revolution, changing its business model and reinventing its relationship with its customers, we are very happy to be strategically partnering with the brand in its transformation around the world.”

Arthur Sadoun, CEO of Publicis Groupe, added, "After LVMH, Mondelez, Novartis and more recently Disney, the AXA Group's renewed trust is another demonstration of the relevance of our integrated model of creation, media and data, which perfectly meets the major marketing transformation needs of our clients.”

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