AXA Goes 'Your Way'

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The Martin Agency’s first work for AXA Financial positions the client as an advocate for independent-minded people.

The Richmond, Va., IPG shop broke an assortment of 15-, 30- and 60-second television commercials last week. Taglined “Your fu-ture. Your way,” the campaign de-buted on the season premiere of CBS’ Survivor.

Consumer research, said AXA president Christopher Condron, indicates that affluent, capable people want to remain actively involved in the management of their financial affairs, and they are willing to pay a premium for competent advice.

Directed by Pucho Mentasti of Palomar in Los Angeles, the spots are quick-cut vignettes of people...

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