Aviva profits surge after UK boost

Aviva posted a better-than-expected surge in annual profits today as the insurance giant hailed the success of its recent advertising campaign starring actor Paul Whitehouse.

The group saw operating profits increase by 26% to £2.55bn (€2.99bn) in the year to December 31, driven by a record result at its UK life and pension business and cost cutting.

Aviva recently launched a series of TV adverts starring Mr Whitehouse, known for his work with comedian Harry Enfield, in which he plays a variety of characters promoting a range of insurance products.

The group, which outlined plans in November to save £400m (€469m) through cost cuts and efficiencies, said online quotes and sales were up one third over the same period last year since the Whitehouse adverts launched.

Today’s operating profit haul beat the £2.45bn (€2.87bn) analyst consensus forecast compiled by the company.