Aviva: One careful owner
Principal author: Jeff Lush, AMV BBDOContributing author: Ollie Gilmore, AMV BBDO
Introduction
The story of this paper is one about the essence of marketing. About whether it has the power to help a brand withstand a fundamental attack on its business model; whether it can help it stand up to the forces of commoditisation; whether it can attract and engage customers sufficiently to avoid a price-slashing race to the bottom.
We might as well be clear upfront, this is not a story of growth, it is a story of survival through efficiency in...