How Aviva became a digital-first brand
"Our moment of truth is not when people buy but when things go wrong," according to Jan Gooding, group brand director at Aviva. It's not a unique insight in the insurance business but while rivals have focused their attention on their ability to get things fixed, Aviva has gone a step beyond and sought to mitigate the risks in the first place. In doing so, it has shifted to become a digital-first brand and left behind a very effective marketing approach that had seen cost per acquisition fall and "bang for...