Matt Field, chief marketing officer at Aventum, tells Insurance Times why his firm should win the Marketing Campaign of the Year - B2B category at the 2022 Insurance Times Awards
Explain briefly about your entry in the Marketing Campaign of the Year - B2B category.
Our entry was built around the rebrand of Direct Insurance Group to Aventum. This was a rebrand campaign unlike anything seen before in the industry.
We launched a new brand identity to leave a lasting legacy, to unveil who we really are – the archetypal explorer, known for our culture, entrepreneurial spirit and fearless endeavour to push boundaries.
We entered this category specifically to put the spotlight on and provide recognition for our talented team, who have worked relentlessly to deliver a brand to be proud of.
We needed to find a way to execute the coming together of several broking and underwriting brands under one group identity, to express our strength and articulate what it means for each of them to be ‘Aventum’.
From in-depth analysis of brand identity, the spectacular light show and outdoor video screening, to teaser videos, advertising, public relations, social media and sponsorships, we executed a fully coordinated rebrand campaign and announced to the world that we had arrived.
What do you think makes your entry stand out or different from your competition?
We were bold in our approach, moved away from the overused London skyline imagery and built a brand around the explorer archetype, pushing the boundaries in insurance marketing.
What would winning this award mean to you and your firm?
Winning this award would mean everything to the team and allow us to continue to attract new talent.
Read: Aventum flaunts independent status to attract talent amid consolidation landscape
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