Scottish Provident

Until recent years independent financial advisers perceived Scottish Provident as a relatively small, old fashioned company with little differentiation from rival organisations.
Author: Not credited
Agency: The Bridge  

Scottish Awards 2001 

Scottish Provident

A campaign to own protection

Summary

Having set out to build a reputation as an innovative specialist in lifestyle protection insurance, Scottish Provident wished to be seen as one of the key players in the market. Through product innovation and focused sales and marketing activity, it is now clearly established as the market leader. The annual protection new business of the company has increased significantly.

This change in perception was achieved on an advertising budget of around 250k per year.

Scottish Provident has differentiated itself...

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