Scottish Widows is using radio sponsorship for the first time in a tie-up with LBC, the Chrysalis-owned talk radio station, as part of its drive to modernise the financial services brand.
The life and pensions company will sponsor the David Prever show, which has a weekly financial feature, on weekday afternoons as part of a year-long deal. It will also sponsor the Elliott Moss show, Money Matters, on Sunday evenings. Both shows will be podcast for the first time, with a pre-recorded intro and ending including sponsor credit and strapline.
The deal, negotiated by ZenithOptimedia, will run from September 5. It aims to support the relaunch of the Scottish Widows brand, which has been spearheaded by interim director of customer and brand Rob Rees, who was brought in to modernise the company’s image. He is to hand over to former Barclaycard head of brand Mike Hoban in October (MW 18 August).
Rees has so far overseen the appointment of new “widow” Hayley Hunt, and replaced creative agency The Gate (formerly Citigate Albert Frank) with Leo Burnett to handle its &£5m advertising business (MW November 18, 2004). A print and outdoor campaign to support the relaunch will break this month, with television advertising to follow in early 2006.