Aviva announces plan to axe Norwich Union brand

by Gareth Jones Marketing 29-Apr-08, 12:35

LONDON - Insurance giant Aviva has confirmed plans to phase out its Norwich Union name in the UK over the next two years, as exclusively revealed by Marketing last month.

The removal of the Norwich Union name, in favour of the Aviva brand, will be overseen by recently appointed group marketing director Amanda Mackenzie.

The move will see Aviva become the customer brand for the Aviva group worldwide, replacing Norwich Union, Commercial Union Poland and Hibernian. The RAC brand will remain untouched.

'For Aviva to continue to thrive we have to compete effectively on the world stage alongside our international peers,' said group chief executive, Andrew Moss. 'Creating a brand that is known across the globe is an important step in being recognised as a worldwide force in financial services and an important milestone in delivering our 'One Aviva, twice the value' vision.'

Last year, Aviva shed 140 staff from its marketing team and cut its budget from £180m to £100m (Marketing, 20 November 2007).