Aviva marketer claims 'good ideas are what counts'

Date: 11/06/2010

Good marketing ideas – such as innovative live brand experiences – are what counts in the world of marketing, it has been claimed.

According to Aviva's chief marketing officer Amanda MacKenzie, a lot of marketing professionals have lost sight of core marketing values in recent times.

Speaking to an audience at the Media 360 conference in Manchester, MacKenzie was reported by Brand Republic as saying that the marketing community was getting obsessed with rates.

She said: "At the end of the day, the good stuff prevails".

Commenting on Aviva's recent rebrand, MacKenzie said: "The single biggest thing that contributed to the cut-through was television."

However, she added: "Out-of-home was very powerful for us too. Within three weeks, 90 per cent of people were aware of the name change."

Aviva has recently launched an advertising campaign for its range of retirement products.

The campaign features TV comic Paul Whitehouse, who has starred in a number of Aviva's advertising campaigns.
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Aviva marketer claims 'good ideas are what counts'

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