Axa launches £4m marketing campaign

The campaign will focus on specific promises across Axa’s general insurance and healthcare businesses.

Following the introduction of Axa’s new, global brand promise and strapline, ‘Redefining Standards’, in May this year, there will be executions across four media channels – TV and consumer press, online and outdoor - all featuring the core visual brand asset of the ‘Switch’ as a creative differentiator.

The ‘Switch’ is a red ‘slash’ appearing in the Axs logo, which signifies the departure from

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