Good Thinking CR & Marketing Integration

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.


Good Thinking CR & Marketing Integration
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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


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


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