Scottish Mutual - Bleeding edge without the blood

Mark Gorman

Scottish Mutual developed a brand campaign incorporating a likeable brand icon, a humorous tone and an eye opening approach, backed up by traditional direct marketing.
Agency: 1576 AdvertisingAuthor: Mark Gorman

Scottish Mutual

Bleeding edge without the blood

THE STARTING POINT

As a result of its purchase by Abbey National plc, Scottish Mutual demutualised in 1992 and since then has been one of the UK's fastest growing Independent Financial Adviser (IFA) life offices.

In mid 2000 Scottish Mutual briefed 1576 on a major corporate advertising campaign. Their vision was clear:

'We want to make a noise, be seen, and be recognised for what we are a significantly bigger player in the market than we are currently given credit for.'

The overall objective...

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