Insurance company making a name change

Health insurance and general insurance company Norwich Union are to have their named changed publicly to Aviva with a multi-million pound advertising campaign aimed at consumers.

The Norwich Union brand will be discarded as the new campaign is launched with a bevy of celebrities including Bruce Willis, Alice Cooper and Elle Macpherson. The move is the largest ever financial services rebranding in the UK, and is thought to cost in excess of £9 million.

Further stars speculated to be in the campaign include Ringo Starr and Dame Edna. The Norwich Union brand will be formally scrapped in June 2009, after two hundred years in operation.

The Aviva name change will include Norwich Union Healthcare, the private health insurance arm of the insurance group.