How brands can be truly customer-centric
Steve HemsleyMost businesses try to put consumers at the heart of what they do, but many fall short because actually being customer-centric often means making business decisions that seem counter-intuitive.
‘It’s not altruism’: How Aviva’s support of over-45s is delivering ‘commercial advantage’
Lucy TesserasAviva has set up a community to support the development of people aged over 45, helping it to reduce recruitment costs while retaining the best talent.
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Aviva launches subscription product to rebuild trust in ‘unfair’ insurance market
Sarah VizardAviva is launching what is claims is an industry-first subscription product that aims to rebuild trust in an insurance industry it says has failed to reward loyalty.
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How Aviva’s ‘Digital Garage’ is helping the insurance brand disrupt itself
Sarah VizardAviva wants to “permanently change” insurance by using data and technology to address customers’ biggest pain points and using its marketing to move the conversation away from price.
Aviva campaign designed to ‘make Britain’s roads safer’ banned for promoting dangerous driving
Thomas HobbsBoth Aviva and Renault have been hit with bans after the ASA ruled that both had glamourised dangerous driving with “irresponsible” advertising campaigns.
Pete Markey leaves Aviva for TSB marketing director role
Leonie RoderickPete Markey is taking up a new role at TSB, having previously held senior marketing positions at Aviva UK and the Post Office.
Aviva and Tesco issue ‘call to arms’ to do more for mums
Charlotte RogersBoth companies missed out on Mumsnet’s list of the 10 brands mums love, which has encouraged them to reflect on what more they can do to connect.
Mondelēz, Peugeot and Dixons Carphone’s tips to maximise digital effectiveness
Charlotte RogersTop marketers share their insight on maximising effectiveness and debate whether the industry needs a new toolbox for the digital age.
Is digital an effective mass market medium?
Charlotte RogersDigital media are fast becoming dominant in brand marketing but can they deliver long-term effectiveness as well as short-term results, reaching both the masses and targeted audiences?
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5 ways marketers can take action to improve diversity
Leonie RoderickBecoming a more diverse business can seem daunting, but brands must accept it will be uncomfortable and not exclude those who think differently.
Aviva UK CEO: Marketing shouldn’t be the only function responsible for customers
Mindi ChahalAs part of a new Marketing Week series called ‘View From The Outside’, Andy Briggs shares about his view of marketing, and why marketers should help the rest of the business think about customers “in the right way”.