Magazine article Marketing

AXA Hands [Pound]20m Media Task to Optimum Action

Magazine article Marketing

AXA Hands [Pound]20m Media Task to Optimum Action

Article excerpt

Insurance giant AXA has consolidated its media planning and buying account, worth an estimated [pound]20m in above-the-line spend, into Optimum Action, the joint venture between BMP Solutions in Media and WWAV Rapp Collins Media.

The decision sees Optimum Action handle AXA's through-the-line media requirements, including sponsorship of the FA Cup. It will also handle inserts, the internet, television, press and outdoor media.

The decision concludes an 11-month review of AXA's media requirements following its purchase in February last year of Guardian Royal Exchange, including the PPP Healthcare brand. AXA has been keen to rationalise its roster of media agencies into a single agency to achieve greater cost efficiencies.

Optimum Action fought off competition from Universal McCann Manchester, Media-Com TMB and Starcom Motive to win the business.

Prior to the consolidation, Universal McCann Manchester handled media for AXA Direct, while MediaCom Direct handled media for AXA SunLife Direct, and Motive handled media for PPP. …

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