Standard Life

This is a study of Standard Life's 'Baby James' campaign which, the author claims, turned the company into a powerful and appealing consumer brand.
Author: David Amers
Agency: The Leith Agency Author:  David Amers

 Scottish Awards 2001

Standard Life

'Now you are talking, Baby'

Summary

Before the 'Baby James' TV campaign, Standard Life lagged well behind its key life assurance competitors in both consumer awareness and predisposition. This was a big problem because consumers, daunted by the prospect of choosing the right pension or longterm financial product, need the reassurance of brand familiarity.

In an increasingly competitive market place, Standard Life needed to build its brand status amongst consumers, and fast. This was a daunting task for a brand lacking...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands