Name: AXA UK Media Relations Team
Company: AXA UK
Finalist: PR Campaign of the Year & Reinsurance Marketing Team of the Year
Social: LinkedIn: AXA UK
Instagram: AXA_UK
X: @AXAUK
How does it feel to be shortlisted for the 2025 Financial Promoter Awards?
We’re delighted that the team has been recognised for a campaign that focuses on one of the biggest risks we all face – climate change. Our Extreme Weather Risks report highlights the areas of England most vulnerable to extreme weather and raises awareness of the need to build resilience for the future.
We hope this valuable piece of research, which integrates our own claims data with publicly available information from bodies such as the Environment Agency, will influence future government decision making and planning.
What does this recognition mean to you, your team, and your organisation?
AXA UK takes its societal role seriously and we’re committed to leveraging our expertise and solutions to address current and future challenges.
For our small team, it’s fantastic to be shortlisted for a campaign that raises awareness of a key challenge that impacts everyone. Receiving recognition for our work in this space reflects its relevance and value to the wider community.
What part of your work are you most proud of?
This campaign was a truly cross-business effort, collating claims data from both our commercial and personal lines businesses and working with the Public Affairs team to ensure an integrated approach. The campaign resulted in a Parliamentary meeting for Tara Foley, CEO of AXA UK & Ireland, with Emma Hardy, Minister for Water & Flooding.
We also held meetings with MPs across England whose constituencies were identified as being most vulnerable to flooding and extreme heat.
What was the biggest challenge you faced, and how did you overcome it?
Gathering the relevant data from both the commercial and personal lines sides of the business required us to provide carefully defined criteria to ensure it fulfilled the requirements of the research consultancy we partnered with for the campaign.
This was crucial to the research, and we invested a great deal of time on internal meetings in the early stages to ensure the criteria were fully understood and correctly interpreted.
How do you see marketing and communications evolving in financial services over the next few years?
Like all other business areas, AI is likely to impact marketing and communications over the next few years. It will help us to scan global conversations, identify emerging issues and fine-tune our messaging.
AI will also accelerate media monitoring and sentiment analysis to give us real-time data, allowing us to react in a more agile way. But, as we’ve seen when people and organisations rely solely on AI, things may not turn out as planned so it will remain crucial to keep the human touch.
If you could give one piece of advice to others entering these awards in the future, what would it be?
Give it a go! Industry awards are a great way of achieving recognition for your team and your work.
Are you excited for the gala in November? What are you most looking forward to?
We’re really looking forward to getting together with our peers to celebrate the great work we’ve all contributed over the past year. It’s a great opportunity to dress up and have fun too!
How do you and your team celebrate success?
We’re a small team but we like to celebrate BIG! There’s nothing we like better than enjoying a meal out together or letting our hair down at an event.
Are you a finalist and would like to get involved?
Please email Megan McCabe, Marketing Manager, at megan.mccabe@rhoticmedia.com.