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AXA

AXA

Company: AXA SA

Brand value: US$6,970 million

Headquarter city: Paris

Industry: Insurance

Year formed: 1817

AXA has 100 years of history providing a range of insurance products along with savings and pension services and related financial products. It has grown into a global player in the sector, and is present in more than 60 countries, including China, where it operates through two joint ventures (ICBC and Tianping) and is the largest foreign insurer in the market. It has a partnership with e-commerce giant Alibaba to further distribution there. In France, AXA in 2017 announced it was working with Uber to provide accident cover to drivers working for the ride-sharing service. Earlier, the company divested its investments in the tobacco industry, winning praise from health lobby groups. The brand’s public image is business-like and reflects AXA’s premium positioning. Advertising shows AXA as a partner to its customers, helping them manage the ups and downs of daily life. Recent campaigns feature real AXA agents describing their own role, and depict customers overcoming large and small hurdles thanks to their insurance. The tone is always warm and optimistic. Other 2017 campaigns focused on small businesses and the importance of a gender-balanced workplace. In the past year, there has been a shake-up of top management at AXA. Thomas Buberl is now chief executive. AXA shares are listed on the Euronext exchange.