News

Aviva, the world’s fifth largest insurance company, is backing the rebranding of its asset management business with a major global marketing campaign.

The push, created by Stephens Francis Whitson, will include TV and press advertising in the financial press. It promotes Aviva Investors, under the strapline “360 degree asset management, 100 per cent focused on you.”

The move merges numerous businesses under the Aviva brand, including Morley Fund Management in the UK and Aviva Capital Management in the US. It is part of the company’s strategy to bring all its brands – including Norwich Union – under the Aviva name.

Using digital panoramic photography to create ‘little planets’ the campaign seeks to raise awareness among Aviva Investor’s audience of investment professionals, fund managers and pension fund trustees, of a new and significant name in global asset management.

Aviva Investors head of marketing communications Simon Harvey says: “This is the classic global proposition, delivered a bit differently. Aviva Investors is a company that shrinks the world for its investment clients, providing them with access to local markets and specialist expertise all around the globe. By using the analogy of these ‘little planets’ we can show that while this is a global company, it is clearly an organisation entirely focused on its individual clients and their specific requirements – wherever in the world they happen to be.”

The creation of Aviva Investors brings together a number of asset management firms within the Aviva Group. Aviva Investors manages more than £235bn. Aviva Investors is a single company, with 1,100 employees operating in 21 locations around the world.