Norwich Union brand to disappear in next two years
Aviva has announced the final phase of its move to a worldwide brand, with its Norwich Union, Commercial Union Poland and Hibernian brands all set to feature under one name.
It will complete the transition to a global brand over the next two years, with Norwich Union (UK), Commercial Union Poland and Hibernian (Ireland) becoming Aviva.
Andrew Moss, group chief executive, said: “This is an exciting time for us as we build a world class business with strong growth potential. For Aviva to continue to thrive we have to compete effectively on the world stage alongside our international peers. 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.
“In today’s world people are becoming more mobile and are targeted by international brands competing for their business across borders through the global media. For our customers, the Aviva name will be recognisable and will represent the same quality, financial strength and security wherever they do business with us. By integrating our operations more closely we can take best in breed products and services from around the world and bring innovation to new and existing customers.
He added: “By investing in a single name, we will amplify the global impact of our advertising and sponsorship spend. Being a well-known international brand also opens doors when entering new markets and establishing partnerships with other global players, as we already do in bancassurance.
“For our 57,000 staff, it’s about bringing them together as one team under a common identity, and enabling us to attract and retain the best. As we’ve seen in our newer businesses in Asia Pacific and the US, people want to work for global companies that stand out on the world stage. I firmly believe that growing and thriving businesses generate the best career opportunities for their people over the long-term.
“For our shareholders, a clear focus on delivering our ‘One Aviva, twice the value’ vision will drive further dividend growth and value.
Moss concluded: “Today Aviva can look to the future with confidence, largely because of its strong heritage with its roots in Norwich Union, Commercial Union and General Accident. These great companies succeeded because they took decisive action to develop their businesses and helped their customers to thrive and prosper. We will continue to build our global business upon this strong foundation.
"We will manage this process with care over the next two years involving all our stakeholders to ensure a smooth transition and that we maximise the opportunities this change will bring."
