Aviva hits the UK

Norwich Union has today been replaced by its parent company, Aviva, following a multi-million pound campaign raising awareness of the change.

Aviva currently operates in 28 countries across the world and hopes to form a common global identity by replacing the Norwich Union name in the UK. On its website, Aviva released a statement explaining the change:

"For Norwich Union customers, becoming Aviva is not just about a name change, it is also about being part of a company which is transforming itself to meet the needs of its customers.

"As part of a global company, Aviva customers in the UK will benefit from the group's experience and expertise around the world, bringing improved products and services in the future."

In the build up to the name change, Aviva recruited celebrities Bruce Willis, Ringo Starr and Elle Macpherson for its high-profile television advertising campaign. All were examples of people who had changed their name and gone on to achieve public success.

Aviva currently employ 57,000 staff members across the world, is the world's fifth largest insurance group and now takes the place of Norwich Union as the UK's largest insurer.

01/06/09