Brooksbank wins Standard Life task

The Scottish media agency, Feather Brooksbank, has scooped Standard Life’s centralised media account, which will have a reported spend of around pounds 10 million next year, after a five-way pitch.

The Scottish media agency, Feather Brooksbank, has scooped Standard

Life’s centralised media account, which will have a reported spend of

around pounds 10 million next year, after a five-way pitch.



Feather Brooksbank beat BMP Optimum and MediaVest UK, as well as two

Scottish rivals - Faulds Media and the Media Business Scotland - to the

account, which is its biggest win to date. The media agency will work on

rebuilding the life assurance company’s corporate brand, alongside

launch campaigns for Standard Life Banking and its telesales operation,

both of which open their doors early next year.



Pamela Hodge, ad manager for Standard Life, said: ’It came down to

MediaVest and Feather Brooksbank - it was a very tough call. Feather

Brooksbank displayed a sound understanding of each of our areas of

business. It was directly competitive against the London agencies, which

does away with the fallacy that Scottish agencies can’t buy. It put

forward a very strong research team and with two start-ups it was

important to have a robust team working with the launches.’



Feather Brooksbank will be responsible for putting the Standard Life

brand back on the media agenda. The brand’s ’wonderful life’ corporate

campaign came off TV in October 1995. Since then advertising has been

restricted to trade press campaigns targeted at independent financial

advisers, who generate 80 per cent of business. The company is keen to

put a greater emphasis on its consumer services as it broadens its

product offering through banking and telesales.



Hodge said: ’While we are a huge IFA brand we aren’t a consumer brand,

so it is vital that, as the market changes with direct consumer-led

business, we build our consumer brand. Standard Life is clearly not a

household name and, therefore, it’s important that we build and

facilitate the brand.’



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