Interview: Otto Thoresen: Straight Talking Insurer Tells It Like It Is

Summary

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IF THE public had not previously heard of Aegon, they will surely have noticed that the Stella Artois tennis championships have a different look about them. Today is the final of the pre-Wimbledon tournament, and even non-tennis fans must have picked up on the fact that after 30 years the sponsor has changed.

After acres of newsprint and 25 hours of television coverage, including lessons for BBC commentators on how to pronounce the name (Aygon, not E-gon), the insurance giant hopes Andy Murray and co have helped overcome a recognition problem that has dogged the Dutch company since it acquired Scottish Equitable in 1994.

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Interview: Otto Thoresen: Straight Talking Insurer Tells It Like It Is

Otto Thoresen, its UK chief executive, has been through the identity hoop many times and believes that its GBP 25m five-year tennis sponsorship, including new equipment for schools, will play a big part in getting the message across. It is some way from achieving game, set and match, though it has reached a crucial point in the process and the feedback will prove vital.

But there is...

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