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		</div><p><a href="http://londonglossy.com/wp-content/uploads/2011/03/aviva-profits-surge-after-uk-boost.jpg"><img class="alignnone size-full" title="Aviva saw full-year operating profits increase by 26 per cent" src="http://londonglossy.com/wp-content/uploads/2011/03/min-aviva-profits-surge-after-uk-boost.jpg" alt="Aviva saw full-year operating profits increase by 26 per cent"/></a></p>
<p>Aviva posted a better-than-expected surge in annual profits as the insurance giant hailed the success of its recent advertising campaign starring actor Paul Whitehouse.</p>
<p>The group saw operating profits increase by 26% to £2.55 billion in the year to December 31, driven by a record result at its UK life and pension business and cost cutting.</p>
<p>Aviva recently launched a series of TV adverts starring Whitehouse, known for his work with comedian Harry Enfield, in which he plays a variety of characters promoting a range of insurance products.</p>
<p>The group, which outlined plans in November to save £400 million 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.</p>
<p>The operating profit haul beat the £2.45 billion analyst consensus forecast compiled by the company.</p>
<p>Aviva, which has 19 million customers in the UK, said the latest advert, which promotes life protection, has contributed to an increase in core protection sales of 14% to £674 million.</p>
<p>The group said its sponsorship of Premiership Rugby has also helped promote its brand to an additional 6.2 million television viewers.</p>
<p>Andrew Moss, Aviva chief executive, said the group had outperformed the market in a challenging economic environment.</p>
<p>He said: &#8220;Over the last few years, we&#8217;ve grown the business, significantly reduced costs and strengthened the balance sheet. As a result, we&#8217;ve created a good platform for the next phase of growth.&#8221;</p>
<p>The rise in profits came despite the impact of the Arctic conditions in December, which saw annual weather-related costs in its general insurance arm increase by £40 million above the company&#8217;s long-term average for the whole of 2010.</p>
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