Scottish Amicable hands AKQA its revamped brief

BYLN:

Scottish Amicable has appointed new media communications agency AKQA two weeks after confirming it is dropping TV from its media schedule.

AKQA is to develop a media campaign which will be in-tegrated fully with Scottish

Amicable’s broader communications strategy. The potential of CD-Rom and the Internet is now being considered.

Scottish Amicable’s move reinforces the “Life is Changing” theme behind its current press campaigns, a spokesman for AKQA claims.

“These highlight many of the changes that individuals are expected to face during their working and personal lives and the role technology and new media will play in these developments,” he says.

Last month, Scottish Amicable said its decision to drop TV from its media plans was because the medium is too simplistic to sell complex financial products.

The insurer’s above-the-line advertising is handled by Lowe Howard-Spink, which created the 2m national press campaign now running.

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