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AXA Group unveils new global positioning with Serena Williams

Insurance company AXA Group has revealed its new tagline ‘Know you can’ in a campaign starring tennis champion Serena Williams.

The company aims to show customers that with AXA as an encouraging partner they will be able to achieve their goals with confidence.

The global campaign features films with Serena Williams as well as

AXA sponsored football team – Liverpool


AXA – Know You Can – Serena Williams – Advertising 2019

Paul Bennett, brand director at AXA, said the campaign and its partnership with sports legends is a major milestone for the company. “They embody a new ambition in the promise we make to our customers and for the place we want the AXA brand to earn in the world.”

Thomas Burberl, CEO at AXA also commented: “’Know you can’ perfectly symbolised the ambition we have of making AXA a partner capable of helping our clients believe a better life is possible. It also embodies our company culture, which has made a small French mutual become a world leader in insurance.”

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