Aviva to maintain high marketing spend in 2010

Aviva
Aviva

LONDON - Aviva chief marketing officer Amanda Mackenzie has confirmed the financial services giant is to continue investing significantly in marketing next year.

The brand has invested a record amount on marketing this year, following its high-profile £80m campaign to flag the rebrand from Norwich Union to Aviva. Over the past few months, the insurer has also rolled out a number of ads starring comic Paul Whitehouse.

Despite claiming that brand consideration for Aviva has increased five-fold, Mackenzie said the company must continue to support its various product fields with marketing activity.

‘We are only one year into the new brand, and the hard yards will begin next year. Each of the product areas need to have a good shout and there is no reason that should change, so long as we can keep an appropriate balance,' said Mackenzie.

Mackenzie adds that consumers have responded well to the general insurance ads starring former The Fast Show actor Whitehouse, which have successfully captured the ‘brand essence'.

Aviva is currently reviewing its £150m global media planning and buying account, with a result due early next year.

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