Carlina lands Standard Life business

The Standard Life bank has handed its pounds 5 million advertising business to the Scottish direct marketing agency, Carlina, without a formal pitch.

The Standard Life bank has handed its pounds 5 million advertising

business to the Scottish direct marketing agency, Carlina, without a

formal pitch.



The appointment follows the decision of the rival Scottish agency, The

Union, to resign the business last week in order to take on the pounds

15 million Halifax account.



Carlina is already working on a DRTV campaign for the bank. The TV

advertising is expected to break at the beginning of next year and will

be backed by a radio and outdoor campaign.



The Leith Agency in Scotland has handled the Standard Life corporate

account for two years and is responsible for the famous ’talking baby’

advertising. The agency also handles a small amount of business for the

Bank of Scotland, which may have precluded it from picking up this

particular task.



’For the past 18 months, we have handled all of Standard Life’s

below-the-line activity,’ Ian White, account director at Carlina, said.

’We know the product inside out and it was simply a case of waiting

until The Union dropped their bombshell. It will be business as usual

for us, except that we will have lots more to do now.’



The mutual life assurer, Standard Life, set up its telephone banking

operation two years ago to offer high-interest savings and mortgage

accounts.



It now holds more than pounds 4 billion in deposits.



The company recently announced plans to diversify into personal loans

and credit cards to make better use of its deposit base.



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