Aviva reviews global media accounts

Aviva, the life insurance provider is holding a global review of its media planning and buying accounts.

Aviva advert with Bruce Willis

The company aims to consolidate the company’s media accounts and appoint one agency to handle planning on a global scale.

The insurer operates in 28 international markets and currently works with agencies from all five major media groups, which includes OMD in the UK.

The review is part of Aviva’s rebranding strategy to “unify they company under a single brand” says a spokesperson.

“The business as a whole is undergoing a transformation programme,” she says adding that reviewing the media accounts is a “natural development”.

Aviva rebranded from Norwich Union earlier this year and in August announced it was to grow its UK marketing team by 10% following a restructure of its brand and communications teams in a bid to increase consumer knowledge of its services.

Aviva’s advertising campaign to communicate its rebrand starred celebrities that have changed their names including Bruce Willis and Ringo Starr.

It is thought that Aviva is also reviewing its direct marketing business, although this is unconfirmed by the company

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