Saatchi & Saatchi in £7m Standard Life creative win

Saatchi & Saatchi has scooped the estimated £7m creative project to run Standard Life’s high-profile demutualisation campaign following a competitive pitch. Ogilvy & Mather and The Leith Agency, which holds the assurance company’s £10.7m consu

Saatchi & Saatchi has scooped the estimated &£7m creative project to run Standard Life’s high-profile demutualisation campaign following a competitive pitch. Ogilvy & Mather and The Leith Agency, which holds the assurance company’s &£10.7m consumer account, were also shortlisted.

The Edinburgh-based financial services organisation is said to be keen to promote its proposed demutualisation after a previous attempt to demutualise in 2003 ended in failure.

The ads will focus on its corporate brand rather than the four business units that make up the group: Standard Life Assurance Company, Standard Life Investments, Standard Life Bank and Standard Life Healthcare.

Standard Life has appointed MediaCom to handle the project’s media buying ahead of consumer account incumbent Feather Brooksbank (MW last week).

Both the Leith and Feather Brooksbank will retain their accounts, although Standard Life is expected to invest less heavily in consumer advertising during the period in which the demutualisation work runs.

The assurance company has beefed up its senior management team last year ahead of its bid to demutualise.

In June last year, John Hylands was chosen to lead the demutualisation project and earlier this year former Marks & Spencer finance director Alison Reed was appointed to replace him as group finance director. She was chosen in part for her public company experience.

A Standard Life spokesman said it would be working with the agency on a number of ideas over the coming months.

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