Standard Life - It’s not easy to be liked

David Amers

During unfavourable economic times in 2002/03, “Standard Life” hired “The Leith Agency” to instigate a campaign to rebuild customer confidence, and improve perceptions of the brand.
Agency: The Leith AgencyAuthor: David Amers

Standard Life – It's Not Easy to be Liked

INTRODUCTION

It's not easy to be liked, especially when you're a large, financial company responsible for over five million customers' finances in very uncertain and unfavourable economic times.

This paper shows how, by embracing a new model of advertising, The Leith Agency created a campaign that has made consumers feel better about Standard Life despite an unprecedented onslaught of negative press. In doing so, it maintained the brand's value and made a downturn in the company's fortunes far less damaging than it...

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