Standard Life Financial begins new campaign
Standard Life Financial broke a new campaign on Oct. 19 intended to depict the company as a leader in investment products. The national campaign, developed by Marketel of Montreal, includes television, newspaper and online advertising. This is the first campaign Marketel has created for Standard Life since being hired by the company in March. The television commercials feature two Standard Life employees who habitually calculate the probabilities of various events going on around them. The executions for other media use the same theme. "We are very proud of this campaign because it differentiates Standard Life from other players in the category," said agency president Isabelle Hudon. "Standard Life is a company with a solid reputation that can only be enhanced by increasing awareness of it as a provider of investment products. We have a simple and relevant message to deliver, and are communicating it in a way that stands out."