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Standard Life breaks new advertising campaign

Insurance company Standard Life broke its first national Canadian ad campaign since 2005 yesterday. The campaign is part of a wider effort to raise awareness of the company that also includes sponsorships, promotional activities and public relations. The campaign, called "The Financial Realities of Canadians," consists of newspaper, outdoor and online ads developed by Ogilvy of Montreal. The initiative is aimed at investment and retirement planning consumers and at people responsible for group retirement plans. It will run in Vancouver, Calgary, Toronto and Montreal until December. "This is a major shift in our advertising strategy," said Vincenzo Ciampi, vice-president of external communications and public affairs at Standard Life. "Our research confirmed that, to efficiently reach our objectives to increase awareness of Standard Life as a financial services company while generating interest in getting to know more about our expertise, products and services, we needed to be single-minded in terms of consumers we talk to, the needs we address and the solutions we propose. We want to leverage our long-standing expertise in the retirement area. This is a highly targeted campaign that was pre-tested earlier this year and resonated very well with our target groups."

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