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CASE STUDY: Management
 Liability
 Policy 
launch 
campaign for by AXA Commercial, by Columns

Summary

In a saturated and competitive market, AXA needed to seek new, profitable business lines to claim market leadership and develop a sustainable growth strategy against competitors.

In March 2011, AXA Commercial launched their first product in 10 years – Management Liability Policy. As a new product area for AXA and its broker network, education and ensuring marketing penetration were key objectives. In a busy insurance market, the creative needed to stand out but also, the messaging and product benefits had to be clear and succinct.