Written by Charles Letterman

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Topics: employment, Jobs

Thursday, 2 April 2009

image for Aviva rebranding results in major workforce economies

The UK's biggest insurer Aviva has been able to cut over 1,100 jobs as a result of its name change.

Formerly Norwich Union, the financial giant has revealed that the rebranding has been so successful it doesn't need to employ so many staff to cover the workload.

A spokesman said today, "The changing of the name comes with the obvious financial advantages in terms of staff remuneration. The very fact that answering the telephone with the word 'Aviva' takes much less time than saying 'Norwich Union' means that we can cut out reception staff by 50%."

Other savings are believed to include the reduction in size of branded company cars, and moving to a narrower building.

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