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'


Before the 'Baby James' TV campaign, Standard Life lagged well behind its key life assurance competitors...