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

Principal authors: Louise Nolder, Abbott Mead Vickers BBDO; Nick Eul-Barker, ICM Research
Contributing 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.

Financial Services generate more adspend than any other category1. But as a category, it is under-represented in the IPA database. The world of retail banking has been showcased, along with periodic credit card or direct insurance cases, but very few papers tackle the more complex side of the industry -the world of Life and Pensions. And no cases at all document the value a single communications idea can deliver by enabling a 'composite' brand to compete equally strongly in both the cut-throat world of direct insurance and the complex environment of pensions and annuities.