WPP’s Wavemaker wins global media account for AXA, but Publicis takes Hong Kong

WPP’s Wavemaker has been awarded AXA’s global media account after a 10-month competitive pitch, the company has announced.

The account, estimated to be worth around $161 million, covers close to 30 markets across Europe, Middle East, Africa, Asia and Latin America.

It will be handled by Wavemaker in all markets except France, where GroupM.will be the lead agency.

However, the remit will not include Hong Kong, where media duties will be handled by Publicis.

The French firm has also won the global creative account for the insurance company, along with media buying and strategy in UK, Germany and Italy.

Havas, Omnicom and Dentsu were also involved in the pitch.

Wavemaker global chief executive Toby Jenner said: “We are delighted to begin a new relationship with AXA. To have won their business and be their chosen partner as they transform into a services company says everything about the breadth and depth of Wavemaker’s ability to deliver transformative solutions.”

WPP chief Mark Read added “AXA is a great brand and we are very proud to have been given such an extensive brief to support its development through the media, technology and data expertise of Wavemaker and GroupM.”

WPP said it is the latest in a series of wins for Wavemaker which includes Huawei across multiple markets, including China, China Mobile, Australia Post, Eurostar in Europe, William Hill in the UK and the global retention of Chevron.

Publicis Groupe president Agathe Bousquet said Publicis will spearhead a new integrated approach in some of its key markets.

“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,” she said.

Chief executive Arthur Sadoun 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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