The team, which will handle all of the digital strategy, including web development, online and e-channel strategy, will be lead by Jonathon Brown, the former head of RAC e-channels.
The first task for the combined digital division will be to refresh Rac.co.uk, which will relaunch in June. "The web site rebrand is the first element of our digital strategy coming to market," said Brown. "It will be followed by a number of other elements, focused around improving our customer engagement and self-service facilities."
Brown said Aviva already allocates a significant amount of spend online and "that is set to continue".
He added: "More than 50 per cent of Norwich Union insurance acquisitions are online, so, it's a key part of our overall marketing and product-acquisition mix. It is one that is set to rise as customers continue to choose online for buying insurance and we hope to extend it across our product portfolio."
Brown said the company was also focusing on its organisational structure and undertaking an agency audit, "which may move towards a review" in order to ensure the firm has the right mix of agencies going forward.
AKQA handles all the digital and strategy work for RAC, while Norwich Union has a roster of web agencies and suppliers.
Brown stressed: "This is less about agencies and more about the central organisation and moving forward our RAC and Norwich Union digital strategy. We'll have a number of exciting developments."
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