We found cummon ground for all different propositions in the portfolio. They all 'un-burdon' wheter it comes to health insurrance, pensions or car insurances. Yes, a strange word which didn't exist yet in The Netherlands either. After sometime they decided not to go to the stockexchange and stay independant. They kept the powerbrands and merged several smaller brands. The campaign ran over 15 years or more.
Achmea, a new name for a holding. Several brands in portfolio, FBTO, Centraal Beheer, Zilveren Kruis etc. With a stock-exchange insight the new brand needed an upgrading. So, validation was needed for the big audience. Adressing investers alone would withhould the possibility of monobranding marketing.
(in co-creation with Jeroen vd Sluis)