Financial services brand Aviva was losing revenue and market share. Its advertising strategy reflected the business in being disjointed and piecemeal. Consumers knew the brand, but did not feel affinity for it. A new brand idea – that Aviva provides solutions to make financial problems ‘click’, like a puzzle – was developed, starting with internal communications from the CEO down, and shared language across business teams. For advertising, high attention media was selected to build affinity and flexed for platforms from TV to TikTok. Evidence communications worked includes improvement to brand and commercial metrics and an estimated £28.1m of incremental net profit.