Javier Diez-Aguirre

International Brand Manager, Genworth Financial, London, U.K.

Javier Diez-Aquirre’s marketing mission is to change the way people think about Insurance. And in doing so, he wants Genworth to be perceived as an innovative, energetic global company. He works with leading global agencies to deliver a pan-European branding strategy and is also responsible for launching the Genworth Financial brand in new markets outside the US. Appointed Board Director Member of the Genworth Foundation in June 2007, he is also now working to activate the Genworth brand through Corporate Social Responsibility programs.

Genworth Financial, Inc. is a leading insurance holding company in the United States and formerly a division of General Electric. Expanding globally with operations in over 25 countries, it serves life and lifestyle protection, retirement income, investment and mortgage insurance needs of more than 15 million customers.

“We opted to take a positive and fresh approach to insurance — differentiating ourselves from the rest of the category and piquing our customers’ interest.” As a result, the European “Think It Possible” campaign came to life in 2007. According to Diez-Aguirre, “The style of the campaign is simple and fresh, but sophisticated. Each execution--tested, piloted and tailored per geographic market — is about a ‘Think it Possible’ moment or situation that requires a new look at a situation or using something differently to achieve a desired outcome.”

Advertising kicked off in Spain, Germany, Italy, Ireland and the UK. Print ads were featured in top financial and business publications, then outdoor, TV, radio and online followed. Event and sponsorship support was also key to the brief as core business clients were viewed as keen golfers and company name recognition in Europe was important. Genworth signed a five-year deal with the European Tour's statistics program, which provides players with an analysis of their performance in all Order of Merit tournaments.

Even a program as upbeat and optimistic as “Think It Possible,” can have challenges. Javier Diez-Aguirre recognizes that an important issue facing Genworth is common to most U.S. companies, and that is the acquisition of a true international mindset — both internally and externally. “We don’t want to be seen as an arrogant global company now expanding to Europe, but as a forward-thinking, collaborative, local company with a powerful global arm.”

Javier Diez-Aguirre is a native of Pamplona, Spain, known best for the running of the bulls. He was educated at a bilingual French school in Spain, and earned a PhD in Microbial Biochemistry at Imperial College London. He has studied, worked and lived in Sweden, Germany, U.S., Spain, and the U.K. Based in London for the last 15 years, his dream is to create brands that will become global icons and drive change. No doubt, Javier Diez-Aguirre is well on his way to making that dream reality. Contact: Javier.Diez-Aguirre@genworth.com

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