Canada Life: Developing a pan-European brand purpose strategy

Insurance company Great-West Lifeco conducted qualitative research into its brand perception in order to devise a strategy around its brand purpose.


Great-West Lifeco is comprised of three main businesses in Europe: Canada Life UK, Canada Life Europe and Irish Life. Despite separate brand visions, positioning and values aligned to individual market needs, all three share a common purpose – to build better futures.

In 2020-21, the organisation partnered with Opinium to support the activation of this ambition. The business needed to understand how they could be seen as more than simply a trusted provider, inspire their employees and connect in more meaningful and relevant ways with current and future customers to strengthen their market share.

This project demonstrates how applying...

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