Norwich Union passes into history

by Gill Montia

Story link: Norwich Union passes into history

Aviva has erased its Norwich Union brand, which has disappeared from today.

The name, which first appeared in 1797 and has been synonymous with general insurance in the UK for decades, has cost its parent company millions to ditch given a £9 million advertising campaign and additional in-house costs.

Aviva shocked the insurance world with the news that it would be dropping its Norwich Union brand last April.

The group’s chief executive, Andrew Moss, said he was keen to have all the group’s products under one brand that can be recognised worldwide.

The changes included the demise of Aviva’s Irish Hibernian brand and Commercial Union in Poland, although RAC, the group’s roadside recovery unit, and Delta Lloyd in Holland have been retained.

Both cost savings and increased sales are expected as a result.

Aviva itself was created in 2000, when Norwich Union merged with CGU to form CGNU, which was later renamed Aviva.