AXA has appointed Beattie McGuinness Bungay to handle its £12m UK advertising business, with plans to bolster its direct contact with customers. It has traditionally sold itself primarily through independent financial advisers.

The account moves from Grey Australia, which won the business in 2005 after it developed an idea to target an Australian audience that was found to translate well to the UK market.The insurance and investment company has made the change to its arrangements following the appointment of chief executive Nicolas Moreau last year.

It is also reviewing its £12m UK media account out of OMD Connect, a joint venture between OMD UK and WWAV Media, and appointed creativebrief to oversee the process.

AXA's most recent TV ads, which ran for two months from mid-October last year, were based on the proposition 'You can't plan for life but you can plan for living'.

The work was intended to persuade consumers to consider their long-term financial plans and included extensive outdoor activity in an attempt to target people during their leisure time. AXA also sponsors the British drama strand on ITV3.