Good Thinking CR & Marketing Integration

The Brief

Our brief was to support the development of Aviva’s new global brand proposition. We were asked to create a global positioning and communications strategy for their responsible business strategy.

What we did

  • Research and insight to understand customer, employee & corporate stakeholder needs & expectations
  • Created the social purpose narrative and strategic framework
  • Developed a strategic marketing framework and toolkit to integrate social purpose proof points into corporate & customer communications across all relevant touch points
  • Produced core creative assets
  • Supported the implementation of the strategy through workshops and capability building with local market teams

The impact

  • A global brand purpose marketing strategy implemented as part of the global brand refresh 2016-2017

We build
Brand Substance

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What we did

We produced a range of creative assets and tools to support the implementation of the strategic framework across the business.

As part of this, we developed a mini marketing toolkit - a pack of cards containing the key elements of the framework, including: - --- Social purpose narrative
- Strategic priorities by business area
- Key messages & proof points
- Audience outcomes
- Channels & touchpoints

We also created a digital journey through the new responsible business strategy for aviva.com - http://www.aviva.com/responsible-sustainable-business/our-sustainable-business-strategy/
The Results