Standard Life Financial breaks campaign on Business News Network
Financial services company Standard Life Financial began a marketing campaign yesterday in association with the Business News Network. The initiative consists of three surveys on financial topics that will be undertaken over a period of three months by research firm The Gandalf Group. The results will then be aired on the specialty channel, supported by Standard Life advertising. The campaign was developed by Marketel. "We were looking for a broadcaster that would go beyond advertising communication by delivering relevant content to our consumers," said Alain Tardy, media vice-president at Marketel. "We wanted to create informative content that would be heard in a receptive environment in which the public was already attuned to financial matters. BNN offered an ideal environment for our project."