Standard Life hunts agency for demutualisation brief

Standard Life, Europe’s largest mutual life assurance company, has started talks with creative agencies about a campaign heralding its proposed demutualisation next year.

It is expected to put out to pitch a through-the-line brief focusing on its corporate brand rather than the four core companies in the Standard Life group. The core businesses are The Standard Life Assurance Company, Standard Life Bank, Standard Life Investments and Standard Life Healthcare.

The Edinburgh-based financial giant has stressed that its consumer &£10.7m account with The Leith Agency is not under threat.

A previous attempt to demutualise Standard Life in 2003 ended in failure. Three years earlier members voted decisively to remain mutual. In June last year, the company’s board announced that then group finance director John Hylands would lead the demutualisation project and several advisers were appointed. Ousted Marks & Spencer finance director Alison Reed joins Standard Life as group finance director in June. She was chosen in part for her public company experience.

The group’s recent advertising has used its “I like…” theme, which broke in 2003 with the “I like Standard Life” strapline. The Leith Agency worked on the proposition with The Value Creation Company, after holding onto the account in 2002.

The Leith Agency won the account in December 1997 from Faulds Advertising. The agency introduced the “Baby James” talking toddler ads.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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