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.