Aviva: How communications helped Aviva become more than the sum of parts

Insurance firm Aviva wanted to evolve its marketing in order to support both the life insurance and direct insurance parts of its UK business.

Aviva: How communications helped Aviva become more than the sum of parts

Principal authors: Louise Nolder, Abbott Mead Vickers BBDO; Nick Eul-Barker, ICM ResearchContributing authors: Shannon Singh and Craig Mawdsley, Abbott Mead Vickers BBDO; Louise Cook, Holmes & Cook; Lucy Ogilvie, ZenithOptimedia; Susan Helmont, Aviva; Chris Sloane, OHAL

The Financial Services industry dominates the UK economy.

It has generated both tremendous prosperity for UK plc.'s and a more questionable economic legacy in recent years. There is perhaps no other industry so consequential to all our lives, both as UK citizens and marketing and communication professionals.

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