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It is already a dramatic year for Aviva. The UK's largest insurer announced results for the 2008 financial year that showed it diving into the red at group level while it pushed on with the largest financial services rebranding in history; all the while, the insurer has been undertaking a concerted effort to increase rates and push down commission - to mixed reactions from brokers. At the same time, its efficiency drive continued, producing savings of hundreds of millions of pounds in costs

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