Aviva go home you name-changing, job-slashing pinheads

2 April 2009

Five months ago, Norwich Union revealed they’d be changing their name, the one that has served them well since 1797. They announced that they’d be taking the name of their parent company Aviva.

This was clearly going to be a tall order since research had shown that when asked to name an insurer, 50% of people said Norwich Union, and no one said Aviva. After being prompted, 10% said they recognised the name Aviva, whilst 90% had heard of Norwich Union.

So Aviva embarked on an ad campaign costing an estimated £12.5 million, starring big names like Bruce Willis, Elle McPherson and Ringo Starr. Slowly, the name Aviva began to seep into the average Brit’s consciousness. Job done.

Fast forward to today – Aviva (that’s Aviva who spent an estimated £12.5 million on an ad campaign plus god knows how much else on the entire rebranding ‘project’) have announced that they’re making 1,100 members of staff redundant in a slightly sexy-sounding ‘efficiency drive.’ What a bunch of utterly abominable cocks they truly are.

Ironically, while creating this story, your correspondent accidentally typed the name Arriva (the well-known bus company) instead of Aviva on three occasions. Funny that innit?

16 comments

  • Kevin H.
    Ricky Gervais management style has obviously crept in here somewhere..
  • Chris
    Av-who?
  • Bum P.
    Surely you know Arriva??? Oh wait...
  • Rob
    Won't be buying their insurance again, hopefully others will leave them and let them know why
  • Andy
    Whores; every last one of those celebrities.
  • Jo B.
    and from a company that has just signed a £1billion IT deal with HP!
  • Fucking M.
    Well i guess the 1100 should still be proud that they hired Bruce Willis to rebrand the company.... Money well spent Still would not buy any of the cnuts products
  • johnnyboy
    Had to cancel a new on-line car policy earlier this year - they got the start date worng, omitted a named driver and forgot to add business use. Their call centre in India refuted these points, despite me having the policy documents hard copy in front of me. Thank god I checked and didn't have an accident!
  • VicAndBobFan
    Uvavu or Iranu would have been better !
  • mrpoohead
    I like cheese, but not for my breakfast.
  • teddy
    I love all the hollow talk of "I'll not buy from them anymore" etc. Bare facts remain, if they are cheapest (and by doing this they may well be) then people buy from them. Society does not really give a toss. The whores are those that feed the monster.
  • Andy
    teddy> I don't fly RyanAir, don't care HOW much cheaper they are than anyone else. Ditto for Arriva/VauxhallViva/VatEver from now on.
  • Veyron
    I'm still going to call them Norwich Union. Take that, rebranding execs! That's how much your advert annoys me, don't treat me like an idiot.
  • tom_jones
    It could be worse. If the campaign didn't work and the name didn't enter the British consciousness, they'd be laying off a whole lot more than they are...
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