AXA Equitable Begins Review

ATLANTA AXA Equitable has launched an account review to find an advertising agency to replace The Martin Agency, which resigned the account last week.

Roth Associates in New York is conducting the review.

AXA said it would consider agencies in the Northeast and mid-Atlantic regions “with an emphasis on New York City.” The company plans to complete the process by the end of the year.

AXA Equitable, a subsidiary of AXA Financial in New York, provides life insurance and annuities for the financial services market. The company manages about $574.8 billion in assets.

Interpublic Group’s Martin Agency in Richmond, Va., which handled the account for three years, launched AXA’s “Your future. Your way” campaign in September 2003. The client spent $15.4 million on advertising that year. The media budget has declined annually to $6.2 million last year and $2.5 million for the first six months of this year.

Martin cited an “emerging conflict” with an unnamed new client when it resigned the account Oct. 4.

Patricia McLaughlin, vice president of advertising and brand management for AXA Equitable, said she expects to invite 6 to 8 shops to participate in the review. The company will visit the shops and cut the field to three in November, she said.

She declined to discuss the company’s advertising budget for 2006.