Throwback Thursday: RSA shake-up; Axa’s advert drive
Insurance Post’s Throwback Thursday returns to March 1998 to remind you what was going on this week in insurance history when a shake-up was going on at RSA and Axa wanted recognition.
12 March 1998: RSA unveils who’s who
The second stage of a shake-up of senior management at Royal & Sun Alliance following the arrival of new group chief executive Bob Mendelsohn kicked off.
The insurer stated the rejig confirmed the repositioning of RSA as a “global insurer”, with three of seven executive directors reporting to Mendelsohn having geographic responsibilities.
Appointments included Bob Gunn, who was put in charge of “Americas”, Peter Foreman made responsible for Europe and Rick Hudson overseeing worldwide commercial practices.
Axa’s ad drive
Axa spent £45m on a worldwide advertising campaign “in a bid to become the first insurer to create a global brand in every country in which it operates”.
The adverts featured the slogan: “Go ahead, go ahead with Axa.”
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