Aviva newsroom
Editorial planning, review and optimisation for the UK’s largest general insurer
“Speak have put in place new tools and processes affecting both the direction and application of our strategy, while simultaneously reviewing and refining the processes in line with best practice, as detailed in their brief.”
group editor, Aviva
Objectives
Aviva, the UK’s largest general insurer and leading life and pensions provider, sought support for a major project to bring together consumer marketing and communication channels into a single editorial process. Specific targets included:
Strategy was understood, embedded and supported by all business divisions/teams.
Individual and team inputs improved (better meetings, stronger accountability, proactive support for strategy).
Workflow/process improvements (content coordination tools introduced/optimised, better communications).
Outcomes measured, reported and distributed to drive momentum (winning C-level support/praise).
Q4 editorial theme established and supported.
Approach
Working as an integrated part of the Aviva content team, we quickly established the current level of understanding/support for the group strategy, identifying potential barriers to support, as well as individual/team objectives that needed to be balanced with overarching goals. While delivering these insights through stakeholder outreach, we established shared goals (ie main theme and sub themes) and agreed action plans for Q4 and beyond.
Speak then allocated a managing editor with responsibility for supporting and optimising the key tools and processes that underpin Aviva’s internal strategy. Speak’s managing editor role also included:
Leading editorial steering committee (agenda setting / chairing / optimising)
Acting as an external filter on matters relating to content relevance, quality and strategic alignment
Process ‘guardianship’, ensuring that the correct tools and behaviours are being applied throughout the content cycle
Best practice editorial modelling and training for your content leaders and their teams
Result
Speak Media’s content experts worked closely with the Aviva team through stakeholder outreach and a series of workshops to optimise content operations within the business.
We developed the editorial strategy, embedded a new and improved editorial steering group process and introduced effective newsroom-style processes throughout the production cycle, refining existing practices. This included the implementation of:
a cross-team tracker to optimise the flow of content
a revised customer narrative framework showing how content ladders up to strategic themes
a refined analytics dashboard to reflect the new customer narrative framework
new in-house roles, including Aviva managing editor.
“‘It’s been lovely working with Speak on this huge, unpredictable and crucial project to develop and embed the Aviva editorial strategy – your support throughout has been invaluable’.”