Aviva UK CEO: Marketing shouldn’t be the only function responsible for customers

Andy Briggs has just been promoted from CEO of Aviva’s life insurance division to head its combined life, general and health insurance businesses.
He has over 25 years’ experience working in finance and insurance having previously been CEO at Scottish Widows, the life business of Lloyds Banking Group and the Prudential Group’s Retirement Income business.
While he works closely with marketing, he has never been a marketer. Here he shares his views of the discipline.
Markete