Aegon's long-term marketing strategy is centred on its status as lead partner of British Tennis, which began back in January 2009.
The £30m five-year sponsorship deal with the Lawn Tennis Association (LTA) is part of its strategy to present itself as a consumer brand. Marketing initially focused on making the brand recognisable to consumers and product-based marketing.
Steve Clode, director of marketing and customer strategy at Aegon, said: "Within the first year of the tennis sponsorship we wanted to create good first impressions about the business - we are a relatively unknown brand."
Clode added that Aegon would continue to educate consumers about the brand in its second year of sponsorship and would also focus on building links to its products, which include life insurance and pensions.
Billington Cartmell will work alongside other agencies on Aegon's roster, including The Leith Agency, Line, The Brand Union and Ptarmigan Media.
As part of its sponsorship, Aegon runs schools tennis and community programmes as well holding the naming rights to tennis events, including the Aegon Championships at the Queen's Club, West London.
The LTA last year appointed sponsorship agency Fast Track to promote its work alongside Aegon, at a grassroots level.
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