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

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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