Becoming a global brand
Amanda Mackenzie interview - 29 May 2009
Video interview: Aviva's chief marketing officer Amanda Mackenzie discusses the company's move to a global single brand and what it means for customers worldwide.
The creation of a single global brand is a key part of delivering “One Aviva, twice the value” and the implications go far beyond changing the name on our brochures or signs. We know that if we are to achieve our objective of being our customers’ most recommended brand we will be judged by what we do, not what we say.
So at the heart of moving to a global brand is our commitment to creating a strong, unified business that understands what our customers need and is organised in a way that can deliver consistently. This means using our resources and expertise from across Aviva to create ways of delivering prosperity and peace of mind for all our customers, wherever they are around the globe.