Alice Holzman
Chief Customer Brand and Marketing Officer at AXA France, responsible for AXA's 'Three Words' initiative to include domestic violence protection in home insurance contracts.
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Mar 12, 2026 • 35min
WARC Rankings: AXA's 'Three Words' wins the Creative 100
Alice Holzman, AXA France marketing chief who led the 'Three Words' protection rollout. Marco Venturelli, creative leader who shaped the campaign at Publicis. They discuss tackling domestic violence through a product change, convincing leadership, the creative messaging choices, cross‑functional challenges and the campaign’s real-world relocations and impact.
