Axa Selects TBWA\C\D After Pitch

NEW YORK– Axa Financial has selected TBWA\Chiat\Day to handle creative and media duties on its account, with billings estimated at $15-20 million, sources said.

The New York client is in contract negotiations with the New York agency, following creative pitches last week, said sources. Worldwide, TBWA will now handle the brand in three markets: U.S., U.K. and France.

The other finalist for the U.S. account was McCarthy Mambro Bertino in Boston. The review began last year, with the client contacting some eight shops, including the incumbent, Seiter & Miller in New York. Four agencies made creative presentations and of those, TBWA\C\D and McCarthy Mambro advanced to a lightning round, according to sources.

The catalyst for the review was Kip Condron, who became CEO of the company last year. Axa, a financial services company, competes with the likes of Charles Schwab, Merrill Lynch and Prudential.

A client representative could not immediately be reached and TBWA\C\D president Carl Johnson would say only, “I’m in no position to make a confirmation.”