Aviva says marketing will play a “crucial role” as it looks to drive future growth, with the newly-created chief customer and marketing role designed to help it achieve those ambitions.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
The investment may be large and specialist talent hard to find, but Paddy Power marketing boss Michelle Spillane believes working with in-house econometricians is a recipe for success.
Getting over the illusion of the perfect data set and learning to appreciate your impact as an individual are key lessons for any aspiring marketer, says Aviva brand boss Raj Kumar.
The early days of lockdown gave brands a shot of adrenaline as they quickly adapted to the new reality. But, how are marketing leaders keeping the energy high three months on?
A lack of diversity within the higher ranks continues to blight the marketing industry. It makes little sense culturally, it’s bad for business and it stifles creativity.
Most 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.
Aviva 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.
Aviva 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.
Aviva 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.
Both Aviva and Renault have been hit with bans after the ASA ruled that both had glamourised dangerous driving with “irresponsible” advertising campaigns.
Pete Markey is taking up a new role at TSB, having previously held senior marketing positions at Aviva UK and the Post Office.
Both 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.
Top marketers share their insight on maximising effectiveness and debate whether the industry needs a new toolbox for the digital age.
Digital 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?