Aviva: Creating a global brand in a 300-year old market

Aviva is the world's fifth-largest insurance group and the largest insurance services provider in the UK.

Aviva: Creating a global brand in a 300-year old market


Aviva successfully managed a massively complex crossborder rebranding programme to fulfil its ambitious vision of strengthening its bond with customers.


  • 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...

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Insights Team
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