Standard Life picks Rapier for telesales initiative worth pounds 2m

Rapier Stead & Bowden has been appointed to handle the pounds 2 million launch of Standard Life’s telesales operation after a five-way pitch.

Rapier Stead & Bowden has been appointed to handle the pounds 2

million launch of Standard Life’s telesales operation after a five-way

pitch.



Marketing Advantage, the Union, TBWA Payne Stracey and City Financial

Marketing were all involved in the final round of pitches for the

account, which is separate from Standard Life’s main above-the-line

advertising business. News emerged this week that the shortlist for this

account has been whittled down to just two, WCRS and the Leith.



Standard Life plans to launch its telesales operation, which will sell

financial products direct to the consumer, at the start of next

year.



Rapier has been appointed to look at a long-term strategy of dealing

directly with the consumer.



Jonathan Stead, the chairman of the agency, said: ’We believe we have

the opportunity to cut through the creative clutter usually associated

with life product advertising.’



Rapier has already begun work on the business, which will start by

talking to Standard Life’s existing customers before broadening out to

general press work.



Sandy McPherson, the client relations manager at Standard Life, said

there was a ’whole host of reasons’ why Rapier won the business. ’It

understands the market, offers a clear communications strategy, value

for money and people we can work with,’ he said.



Standard Life is in the final stages of a pitch for its pounds 6 million

centralised media account, and expects to make a decision by the end of

the year.



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