The document outlines Aviva's "Grand Plan" to establish itself as the world's most trusted financial services provider through thought leadership and branded content. It discusses a three-tiered communications strategy involving sourcing, imparting, and sharing knowledge. It then details campaigns with the Wall Street Journal and Financial Times that included articles, polls, and online banners to increase Aviva's brand awareness, perception, and favorability. The campaigns were successful in significantly boosting these metrics. The document advocates expanding Aviva's "Forward Thinking" content through producing its own magazine and television programs.

2. The Grand Plan Establish Aviva as the World most trusted financial services provider FORWARD THINKING

3. Audience sphere of influence End User Consumers IFAs/Brokers & Confident Investors Intl. Business Influencers Opinion is driven by the core ‘influencers’

4. Diverse but united by key factor Recognition Seeking Objective Highly competitive Egocentric Great Networkers Financial Influencers Knowledge is power. Sharing knowledge is the ultimate power.

5. Communications platform Putting Aviva at the heart of the information exchange Aviva as a knowledge platform GAIN TO SHARE. SHARE TO GAIN

6. Three tiered communication Knowledge sourcing Knowledge imparting When Time Travel hubs Where Source Business portals How Platform Content

7. From vision to reality

8. Television: Strategy & Process Our objective Create & control Aviva brand meaning by creating TV content Our solution Create amazing vignettes telling Forward thinking stories Invited Discovery, CNN and CNBC to pitch for business CNBC chosen: Strongest business knowledge platform Strongest ROI for airtime value Strongest experiential offering Overall challenger brand hunger

10. CNBC: co-branded online banners Sent 1,902 visitors to Aviva.com

11. EXTRAS: 7x Print Teasers - 3x FT + 4x WSJE; 1 x European Business full page ad WEF merchandise & branding;EBLA merchandise & branding 2400 x DVDs production, Online banners, Documentaries 30 minutes airings x 2 @ ‘ Extras’ value estimated at £200k

12. Brand and Advertising Awareness increases as of March 1st Source : Viewertrack March 06 Questions : Which of these brands have you heard of before? Please indicate which of the following brands you have seen advertised recently on television? Brand awareness +17% Advertising awareness +78%

13. Some impressive brand value shifts Thinking specifically about Aviva, how strongly do you agree with the following statements? Source : Viewertrack March 06 % of viewers who agree

14. Press & Digital

15. Press: Strategy & Process Our objective Create & control Aviva brand meaning by creating press content Broadcast brand advertising message in Forward Thinking environments Our solution Commission advertorials from experts at WSJ and FT Economist, WSJ, FT, HBR for stature, critical mass in display advertising Use thought-leader, premium positions: leaders, Lex, Europe opinion

16. Wall Street Journal “ Coming soon” and “day before” house-style ads in editorial space (page 2) give body language of editorial

19. Robert J. White Award-winning Professor of neurosurgery, CASE Western University Ray Kurzweil, Multiple-award winning Pioneer of Artificial Intelligence Christopher Willis Best selling author and Professor of Biology, University of California at Berkeley James Halperin Bestselling Science Fiction author Some featured experts

20. Wall Street Journal Day after ads gave recap and pointed readers online

21. Financial Times Strong weekend product, more time spent reading meant an occasional series on Saturday’s magazine Used world-renowned futurologist, Jonathan Margolis, as author

22. FT magazine 12 th November

23. FT magazine 10 th December

24. Digital

25. Knowledge platform: ‘creating content’

26. WSJ microsite home page

27. WSJ article page

28. WSJ: online poll & discussion page

29. FT.com Microsite

30. FT.com opinion posting page

31. Economist – Microsite homepage

32. Economist: article

33. Microsites: visitor numbers PDA 36,804 23,109 39,646 8,961 108,520 people spent on average 1 ½ minutes with Aviva

34. Online Mechanics Driving traffic to microsites Co-branded ads and permanent text placements

35. WSJ: in situ

36. WSJ: permanent text link on home page

37. On-line research findings

38. Brand Awareness There was a significant uplift for all metrics tested

39. Brand Perception Increases in brand attributes +3.8 11% ...is imaginative +6.8* 10% ...is forward thinking +7.3* 11% ...is involved in people and peoples' lives +7.2* 8% ...is optimistic +5.8* 10% ...is trustworthy +3.1 9% ...is concerned for the common good  Ctrl Overall Respondents Brand Attributes Statistically significant increase between control and exposed group at a 90% confidence level No significant impact at the 90% confidence level

40. Brand Awareness vs Industry Below Average Average Above Average Excellent Aided Brand Awareness Online Advertising Awareness Message Association Brand Favourability Highest brand favourability score ever in insurance category

41. Looking to the future Started the creation of ‘Forward Thinking’ content Used media owners to be the facilitators of this Supply an existing audience Helped with access to the ‘talent’ Provided an editorial integrity Need to think about how we can expand and grow this property

42. No limit to how far this can go Publishing Broadcasting Aviva starts producing Its own magazine ‘ Forward Thinking’ lives beyond media owners Ultimate branded content Route to specific product messages/plans etc Expand vignettes into programmes Extended series Reach a wider audience Sell as content to other channels Experience Creation of ‘ Forward Thinking Foundation’ Grass roots thinking University competition? Nurturing talent Intellectual ‘ Lottery commission’