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Aviva and ITV join forces to help solve the nation’s financial puzzles


Aviva has joined forces with ITV to launch a series of interactive ‘virtual puzzle’ ads, bringing to life how one of the UK’s leading insurance, wealth and retirement businesses is helping to solve the nation’s financial puzzles.

The series of five 20-second, co-branded ads were made by ITV Creative. They will air throughout ITV’s programmed game shows such as Tipping Point and The Chase, and in some instances the Rugby World Cup games, offering viewers the chance to play along and take part in the virtual puzzles from home. From anagrams and rearranging matches, to ‘match the pairs’, the puzzles have been designed with Aviva’s core audience in mind – meaning that all members of the family can take part.

The puzzle partnership will incorporate “light entertainment energy” and officially airs on 2nd September at 7pm until 31 October 2023. It builds on the momentum of Aviva’s successful ‘Make It Click’ campaign – which acknowledges how confusing and intimidating finances can be – and forms part of Aviva’s wider strategy with Publicis Media, increasing the affinity between Aviva and its core audience.

Aviva has worked with Publicis Media on the strategy, planning, management and measurement of the campaign. The latter utilises Right Reach, a proprietary Publicis Media tool that helps clients navigate the fragmenting and inflationary media landscape, to identify the most impactful reach. 

Phoebe Barter, Group Brand Director at Aviva, said: “We are excited to launch our partnership with ITV, having seen such a natural synergy between our new brand platform - ‘Make it Click’ - ‘virtual puzzle’ ads and ITV’s roster of gameshow entertainment.

“Our Aviva brand is incredibly strong and adding fresh innovation into our media plan helps us to continue building on this, while reaching our audiences in unexpected ways.

“We know that finances are a source of confusion and anxiety for many and with this campaign, we hope that Aviva can be the missing piece of the financial puzzle for households across the country. We hope it reinforces our commitment to helping things to click into place and gives viewers a flavour of the exciting things to come.”

Mark Trinder, Director of Commercial Sales and Partnerships at ITV, said: “This work with Aviva is a great example of really engaging with ITV’s audience by bringing an idea to life and inviting viewers to take part by aligning a creative commercial idea with our programming. Broadcast during ITV’s iconic quiz shows and our exclusive Rugby World Cup coverage, it will reach key audiences to drive awareness of Aviva’s new campaign.”

Guy Edwards, Managing Partner, Aviva Team at Publicis Media, adds: “We are delighted to have developed such an interesting and innovative partnership in conjunction with Aviva and ITV, and believe this is a media first as a continuity concept that runs over multiple programme genres. It marks a coming together of two truly iconic national brands, and we’re immensely proud that we continue to help the nation to recognise the puzzles that might exist in their own financial lives, and crucially showing them that Aviva is there to help resolve those puzzles.”

For more information on Aviva’s ‘Make It Click’ campaign, which launched on Boxing Day last year, visit here.


About ITV

ITV is an integrated producer broadcaster consisting of ITV Studios and Media & Entertainment. 

ITV Studios is a world-class international creator, producer and distributor. It is the largest commercial producer in the UK, one of the largest producers in Europe and one of the largest independent unscripted producers in the US.  

Through ITV Studios we create, produce and distribute high-quality award-winning content for broadcasters and platform owners around the world. Our footprint spans 13 countries, and we have 60 labels supplying over 200 channels and 90,000+ hours of active content in our catalogue.

In Media & Entertainment we commission brilliant programmes in a full range of genres, including a wealth of entertainment formats, high-quality drama, must-watch sporting events, impactful factual and award-winning current affairs and journalism. We make this available to audiences through our family of channels, the biggest commercial network in the UK, and through ITVX the new ad-funded, free streaming home for ITV and new programme premieres. ITVX also features a subscription option, for audiences who want to watch ad-free, and get access to BritBox UK.

Worldwide, ITV has several SVOD services including BritBox International which is available in the US, Canada, Australia, and South Africa and The Nordics.

ITV’s Social Purpose is to use its platform and reach to shape culture for good. It is an integral part of how ITV sets and delivers its business goals, and has four focus areas: Better Health, Diversity & Inclusion, Climate Action and Giving Back.

About Publicis Media

Publicis Media is the media investment arm of Publicis Groupe [Euronext Paris FR0000130577, CAC 40]. In the UK, Publicis Media comprises agencies Zenith, Starcom and Spark Foundry, backed by the combined buying power of PMX and the performance marketing expertise of Performics. Led by Sue Frogley, Chief Executive Officer, Publicis Media UK is made up of 1800 people combining deep expertise in media investment, strategy, insights and analytics, data and technology, commerce, performance marketing and content. Globally, Publicis Media is present in more than 100 countries with over 23,500 employees worldwide

Notes to editors:
  • We are one of the UK’s leading Insurance, Wealth & Retirement businesses and we operate in the UK, Ireland and Canada. We also have international investments in India, China and Singapore.
  •  We help our 18.7 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
  • We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2022, we paid £23.2 billion in claims and benefits to our customers. 
  • Aviva is a market leader in sustainability. In 2021, we announced our ambition to become Net Zero by 2040, the first major insurance company in the world to do so. This plan means Net Zero carbon emissions from our investments by 2040; setting out a clear pathway to get there with a cut of 25% in the carbon intensity of our investments by 2025 and of 60% by 2030; and Net Zero carbon emissions from our own operations and supply chain by 2030.  Find out more about our climate goals at and our sustainability ambition and action at
  • While we are working towards our sustainability ambitions, we acknowledge that we have relationships with businesses and existing assets that may be associated with significant emissions. More information can be found at
  • Aviva is a Living Wage and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at
  • As at 30 June 2023, total Group assets under management at Aviva Group were £358 billion and our estimated Solvency II shareholder capital surplus was £7.8 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
  • For more details on what we do, our business and how we help our customers, visit

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