Norwich Union (NU) has denied reports that it has spent up to £6m on advertising its relaunched brand in the UK.
The figure is believed to be the cost of the UK giant insurer's Together We're Stronger brand awareness campaign on television and roadside advertising hoardings over the past three months.
However, an NU spokeswoman declined to confirm whether the insurer had actually spent £6m promoting its revamped brand. The figure of £6m was mentioned in the latest edition of Research, a magazine for market research professionals, and which features an interview with NU head of market research Radan Payget.
The high profile advertising campaign was triggered by NU's £18bn merger with CGU last summer.
NU has since become the combined group's leading general insurance brand in the UK where it was judged to have a stronger market profile than its partner insurer CGU.