Aviva Investors elevates its content with podcasting and award winning publishing
Global asset management juggernaut Aviva Investors understands the power of content marketing for distributing its thought leadership to investors. The finance brand produces a stylish and rich content hub called AIQ Magazine that covers macroeconomic issues, key investment topics and news that’s important for investors to understand when making decisions on their portfolio.
AIQ Magazine is well crafted as an online destination and houses numerous articles, research reports and graphic material that is the mainstay of any content marketing program.
Where Aviva stands out from its peers is by adopting other interesting content formats to broaden the overall content experience for its target investor audiences.
This is evidenced by Aviva introducing an ongoing podcast series where respected subject matter experts deep dive into key issues investors want to understand.
Aviva briefed The Dubs to produce the podcast series with talent sourced internally such as portfolio managers matched with external experts such as leading academics and company CEOs.
The podcasts are housed within AIQ Magazine and can be played either from the web page or within the online audio platform SoundCloud.
“boring, made beautiful. The attention to detail and tenacity is commendable”
The Dubs also supports Aviva with its editorial program but a particularly interesting initiative takes charting and data visualisation to another level.
In an industry inherently driven by numbers charting and data display is ubiquitous but largely purely functional in form with static on-page display often simply taken from Microsoft Excel which investors view and simply move on.
Aviva wanted to really focus on the power of numbers and their importance in conveying a lot of information so this is where The Little Book Of Data was born. Aviva decided to craft a beautiful coffee table printed book to capture the attention of investors and get them to focus on the charts and data.
Executive creative director of The Dubs, Tristan Fawley, said “Aviva Investors wanted to break the habit of providing data to clients in the standard format of overly-complex charts so together we created the coffee table book The Little Book of Data”.
The coffee table book is comprehensive at more than 80 pages showcasing over 40 curated data visualisations each redrawn and colourised by The Dubs to create a unified visual approach. It’s a fresh approach breaking through the content noise with the traditional medium of print.
The Little Book Of Data has been well received by investment professionals and will become an annual coffee table book published by Aviva.
And the project has received creative recognition winning Creativepool's 2019 Silver and People's Choice awards for Publishing.
Award judge and global creative director of Bloomberg, Damian Totman, sums it up saying The Little Book Of Data is “boring, made beautiful. The attention to detail and tenacity is commendable”.