3m Standard Life axes Faulds

The 3m Standard Life advertising business, one of the largest creative accounts in Scotland, is about to drop Faulds Advertising and could move to a London agency.

The mutual insurer’s corporate advertising account has been with Faulds in Edinburgh since 1992. The decision to review the account was taken after a five-figure sum was spent on shooting a campaign which failed in research.

Standard Life advertising manager Pam Hodge says: “We have worked well and closely with Faulds. But we took the latest campaign it developed for us to research and we found we don’t need to launch it regionally, but instead should roll out [a different campaign for a different strategy] nationally. It doesn’t look like this will be with Faulds.”

Spend on the account is 3m, but Hodge says it will have to be significantly increased if the brand-building campaign is to work. She refuses to give details of the brand strategy.

A shortlist will be drawn up in the next fortnight. “I will talk primarily to London agencies but may speak to some Scottish ones as well,” says Hodge.

Standard Life, Europe’s biggest mutual life insurer with 52bn in assets under management, was last on television in October 1995 with the Wonderful Life campaign.

In a separate move, Standard Life is looking for an agency for its soon-to-be-launched banking operation. The Union, Summerfield Wilmot Keene and JDA have been shortlisted.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here