NEWS: Standard Life poised to review ad account

Standard Life is talking to agencies about the possibility of calling a full review of its advertising business.

Standard Life is talking to agencies about the possibility of calling a

full review of its advertising business.



The Edinburgh-based insurance company is contacting agencies for

credentials documents at this stage and a full strategic rethink could

be on the cards. Standard Life has done no brand advertising since

October 1995.



The full-service account, with Faulds Advertising, is under scrutiny

because of growing competition in the insurance market. It bills just

over pounds 1 million, according to Register-MEAL, but has been backed

by an annual spend of up to pounds 3 million in the past.



Observers say Standard Life would have to increase its spend to former

levels to compete with rivals such as the Prudential, Scottish Widows

and Legal and General.



Pamela Hodge, Standard Life’s advertising executive, said: ‘We’re

talking to agencies that we admire and getting a feel for what’s out

there. We may go to pitch but, if we do, it won’t be until early next

year.’



Faulds launched Standard Life’s last major campaign in 1992, using

vignettes of colourful characters to show that no-one has a ‘standard’

life, but everyone needs financial help.



Using the soundtrack of Black’s hit single, Wonderful Life, one TV

commercial showed a Hell’s Angel cradling a baby.



No-one at Faulds was available for comment.



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