To transform itself into a globally recognisable brand, Norwich Union is changing its name to Aviva, and it is paying £9 million for the privilege.
A-list celebrities have been recruited to headline the TV-ad driven rebranding campaign, which will launch on Boxing Day.
Bruce Willis, Ringo Starr and Elle Macpherson are among the line up who will help metamorphose Norwich Union into Aviva.
He is a great actor.
Bruce Willis was formerly known as Walter Willis, Ringo Starr was born as Richard Starkey, whilst supermodel Elle Macpherson changed her name from Eleanor Gow.
Recent research in the UK found that 20% of people questioned had heard of Aviva, whilst 90% recognised the Norwich Union brand.
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