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AXA Financial Case Study

AXA Financial, 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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