The Week: Media news - Aviva to sponsor ITV Drama

Aviva, the insurance group, has signed a deal to sponsor ITV Drama Premieres.

Idents, carrying the line "for life's little dreams", will air in July to build awareness of Aviva's life insurance, investment, retirement and healthcare products. The deal follows Aviva's high-profile name change campaign, featuring a range of celebrities, through Abbott Mead Vickers BBDO.

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