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Sun 31 May 2009, The Observer

Aviva: the budget rebranding

By James Robinson
It features some of the world's most famous faces, including Bruce Willis, Elle Macpherson and Ringo Starr. But Norwich Union/ Aviva 's name change, which takes effect tomorrow, has been publicised by a cut-price rebranding campaign made possible by the credit crunch .
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It was published by The Observer, which adheres to the Guardian Editorial Code