a new brand, was established when AXA Group acquired Equitable Life
Assurance Society, Donaldson Lufkin Jenrette, Alliance Capital and
Equitable Distributors Inc. The goal was to position AXA Financial
as a diversified financial services firm, while retaining brand
equity in Equitable Life Assurance Society, Donaldson Lufkin Jenrette,
Alliance Capital and Equitable Distributors Inc. AXA Financial also
needed to position itself as a key component of the global AXA Group.
In order to
achieve these objectives, members of the LandersMadden team emphasized
unique characteristics of the AXA Financial family, including distribution,
advice, product manufacturing and broker services. We also built
on 140 years of quality products and services and worked to leverage
AXA's dynamic U.S. and International Executive Teams.
The PR campaign
combined media relations, event planning, grassroots marketing and
employee communications. Results included broadcast, print and online
coverage for a two-month period in such outlets as CNBC, CNN,
Bridge News, Dallas Morning News, The New York Times, American Banker,
Financial Planning and Financial Planning Online, among others.
Wall Street was renamed AXA Financial Street for one month, and
the LandersMadden team organized a NYSE high-profile event. A smooth
transition ensued, complete with informed employees, business partners
and investors, along with fresh positioning that kept traditional
values and commitment intact.
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