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...