In 2000 Stephen Pain joined the company known today as Aviva to launch a communications and corporate affairs platform for CGU, a merging of giant insurers General Accident and Commercial Union.
On the day he arrived, he learned that Norwich Union was about to be added to the mix – creating CGNU which was to become the fifth largest insurer in the world. It soon became clear that the name CGNU did not have the punch it needed to support its portfolio of 40 brands worldwide. Attention therefore turned to an entire rebranding of the company with the objective of bringing real coherence to its branding strategy.
This is the story of Aviva’s journey from a scattering of regional identities to a single, robust brand equipped to compete in today’s global marketplace.
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