Communications Strategy: Europe
When insurance company Aviva created a new European division, they had the challenge of developing a brand campaign for multiple European markets, each of which had very different competitive situations (market leadership versus niche player), product offerings (car and home insurance versus health insurance versus pensions and life assurance) and cultural attitudes.
We worked with the cross-market client team to develop a pan-European brand and communication strategy and led a creative pitch process and international research programme, resulting in a winning series of campaigns that successfully met diverse market needs.
“The new campaign has been hugely successful as a brand activation platform. It has provided the brand with a consistency of message, making our marketing more effective and efficient. This is reflected in our business results where we are making strong inroads vs the competition in all categories.“
Tracy Atherton, Head of Marketing, Aviva Europe