How Aviva became a digital-first brand

This article details how Aviva, the UK insurance brand, left behind it's successful and effective marketing and acquisition approach, by focusing of future-proofing through being digital-first.

How Aviva became a digital-first brand

Brian CarruthersWarc

"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...

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