David Blecken
Aug 10, 2009

Kyobo-Axa appoints TBWA to Korean creative account

SEOUL - Kyobo-Axa, the Korean arm of the French global insurance conglomerate Axa, has appointed TBWA to handle its domestic creative account, after a pitch that included incumbent Phoenix Ad, Welcomm Publicis and Grape Communications in the final round.

Kyobo-Axa appoints TBWA to Korean creative account
The account is estimated to be worth $15 million over the next eighteen months. The insurance firm is reportedly looking to re-brand itself as Axa Direct upon termination of the Kyobo licence in December.

Sources close to the account have also indicated that the company is looking for a new creative direction. The current campaign features the company’s chief executive, Guy Marcillat, as the principal endorser.

Kyobo-Axa is Korea’s leading direct car insurance company, holding around 26 per cent of the market. Axa entered Korea in 2007 with the acquisition of Kyobo, a domestic car insurer.

The first campaign under the new partnership is expected to roll out in October and run until the end of the year.

Source:
Campaign Asia

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