CASE STUDY: AXA EQUITABLE WAS ONE OF JACKSON SPALDING'S FIRST CLIENTS.

Client:

Assignment:

Jackson Spalding put together the firm's first public relations handbook and for years, handled nationwide media outreach. But as AXA Equitable grew, by gobbling up its competitors, so did the need for a steady PR team in its U.S. homebase of New York City. Jackson Spalding handled media outreach for AXA in the Southeast and on various projects, including B2B outreach for one of its key top executives, William Degnan.

Strategy/Implementation:

The goal was to position bylined stories by William Degnan, executive vice president of AXA's AtRetirement program, in key executive trade publications in order to reach those in the C-level suite as well as those in decision making positions for their companies. The challenge to overcome: we were limited to one bylined article that was made available to us.

Results:

Jackson Spalding met AXA Equitable's goal by placing the Degnan byline in Life & Health Advisor, one of their targeted publications, in early 2007. We supplemented this hit by writing another byline story that was targeted specifically to Executive Decision magazine. The byline Jackson Spalding wrote was published as a cover story in September of 2007.