TRANSFORMING AVIVA
Mark Wilson, Group Chief Executive Officer, Aviva
Mark took to the stage...
to take us through how he is revolutionising the 320-year-old multinational financial services company by becoming a fintech disruptor,by building the digital part of the business and reinventing the traditional one. Unlike start up fintechs they have two great advantages: they already have an established brand and an established base of customers, money, and assets.
On Marketing
The skills we need in marketing have changed, it’s not a rosy outlook
Until the digital revolution the customer wasn’t in control – now they are and it’s a great development
Marketing is about building strong customer propositions
Values, proposition & strategy
Values are not one of those things that you put on the wall
Values that create legacy: kill complexity; never rest; care more
If you can't explain your customer proposition in 140 characters or less then why are you doing it?
You need a clear strategy, one of the reasons Aviva got into trouble is that they didn’t have one
Business cannot survive with the sole objective of making money – you have to have purpose and a strong value proposition that defines your reason for existing.
"What I love doing is take big broken companies and brands and fix them"
Mark Wilson, Group Chief Executive Officer, Aviva
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