Axa unveils 'redefining standards' campaign

A £4m campaign through Saatchi & Saatchi and Team Saatchi, will focus on specific promises across Axa’s General Insurance and Healthcare businesses, says the company. Following the introduction of Axa’s strapline, ‘Redefining Standards’, in May, the campaign will carry across four media channels: TV, consumer press, online plus outdoor. The campaign marks the beginning of a long-term strategy to grow customer trust while the ‘Switch,’ a red slash in the Axa logo, signifies the departure from past expectations of the firm, according to the company. Launching on 13 October, the campaign...