Aviva Investors has hired CMW to devise a global positioning and brand strategy, working across the core European, North American and Asian markets targeting internal and external stakeholders and clients.
CMW’s new positioning for Aviva Investors, which is currently in research, is set to go to market during the first quarter of 2011.
Aviva Investors global marketing director Jennifer Horner said: “CMW impressed us with its strategic thinking and creative solutions, which demonstrated a real understanding of our industry and a genuine empathy with our own vision for the brand.
“We have a real desire to create a strong point of difference for our brand and our communications to stand apart from our competitors. CMW will play a pivotal role in supporting us on this journey.”
CMW managing director Martin Nieri commented: “Aviva Investors has a great opportunity to turn the world of asset management upside down and address the need for a different type of company in an ever-changing global landscape. We are very excited to be working alongside them as they set off on this journey.”
Aviva Investors is part of Aviva plc, the world’s sixth largest insurance group. Aviva Investors was launched in 2008, bringing together numerous businesses under the Aviva brand, including Morley Fund Management in the UK and Aviva Capital Management in the US.
The move, part of the company’s strategy to bring all its brands – including Norwich Union – under the Aviva name, was backed by a rebranding campaign devised by Stephens Francis Whitson.
The push promoted Aviva Investors under the strapline “360 degrees asset management, 100 per cent focused on you”.
