Informing A Changing Sector
When we were appointed as Aviva’s lead strategic and creative B2B agency in early 2012, we were tasked with delivering a single-minded execution of the brand promise across all their audiences and to use our UnLimited thinking and creativity to develop an unified idea that would involve both traditional and digital marketing communication channels.
One of our first integrated programmes was to create a communications tool that would place the Aviva brand in front of brokers and property owners. The big challenge was how to do this in a way that would be useful, relevant and easy, whilst also communicating the brand message in a highly engaging way.
In response, our PR, branded content and design specialists expertly crafted a quarterly newsletter strategy (called Property View) that informed and kept property owners and brokers abreast of developments from across the property owners’ sector.
Subjects such as the rejuvenation of the high street, the impact of squatters, fire and rescue response strategies and how the online revolution is impacting on brokers were just some of the hot sector topics covered in the first issues of the magazine. It also reflected how Aviva’s knowledge and understanding is valued by the market.
Initial results are encouraging but confidential for market reasons.
Here is what Mike James, Commercial Insurance Marketing Manager at Aviva had to say:
"The Bray Leino team understood our brief and niche subject matter from the outset. The resulting articles had the right depth of content and readability factor plus the artwork was exactly what we were looking for – on brand, creative and engaging. Great job all round."