Aviva: Creating a global brand in a 300-year old market
SNAPSHOT
Aviva successfully managed a massively complex crossborder rebranding programme to fulfil its ambitious vision of strengthening its bond with customers.
KEY INSIGHTS
Aviva's ambitious new vision for the business based on stronger customer relationships demanded comprehensive rebranding in all its markets — including three of the strongest country brands — to one common positioning.
Changing the brand in the UK, Ireland and Poland was a huge logistical challenge and involved a team of 700 people working in tandem to deliver on time and to budget.
An ambitious integrated marketing...