AXA have appointed Crayon as their lead digital agency of choice following a two-way pitch against Grand Union for the financial services brand’s £3m business.

The pitch was called after a round of chemistry meetings during which AXA also met with Syzygy, Rufus Leonard and LBi.

Crayon will work across the entire suite of AXA business units which include Sun Life Direct, Winterthur, Swiftcover and a number of others.

The digital roster will also include Dig For Fire and Equator in support of Crayon who will take strategic lead.