Axa Financial Kicks Off Agency Search

ATLANTA — Axa Financial has reinstituted an agency search for its estimated $15-20 million account, sources said.

Three months after marketing executives at the New York office of the Paris-based financial services provider decided to award creative and media duties to TBWA\Chiat\Day in New York (Adweek February 13, 2002), senior vice president Deanna Mulligan has quietly put out feelers to a number of agencies with strong creative credentials. No rfp has been issued.

TBWA\C\D, which defeated Boston’s McCarthy Mambro Bertino in the February review, was in talks with the client to finalize the deal, but the parties could not agree on contract terms, sources suggested.

McCarthy Mambro Bertino has declined to participate in the review.

According to an Axa spokesperson, a decision on the account is expected next month. Sources also suggested billings on the account, which includes the U.S. U.K. and French markets, were likely to increase this year.