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.
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.
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