3 Monkeys wins Scottish Widows brand equity work

Scottish Widows has awarded 3 Monkeys a freshly created ‘brand equity’ account as it bids to make its products more ‘accessible’.

The life insurance and pensions group has also reappointed Lansons Communications to its core £150,000 consumer and corporate account.

Details are being ironed out for 3 Monkeys' brief, but the extra activity – worth approximately half as much as the core account – is part of Scottish Widows' rebranding strategy.

Head of media relations Paula Sutherland said it would 'inject 3 Monkeys' ideas into our existing PR'.

Scottish Widows unveiled model Hayley Hunt as the younger face of the brand last September. New press and outdoor advertisements have been launched and her first TV advertisements will run at the end of the year.

Head of market relations George Andrew said the change in marketing strategy would reflect the fact that 'financial services are traditionally complex and opaque, and that they need to be more accessible to their customers'.

He said PR and ad campaigns should provide easy, accessible information, as well as build awareness.

Mainland PR, Media Relations Management, Polhill Communications, 3 Monkeys and Fishburn Hedges all also pitched for the core
account and brand equity brief (PRWeek, 3 March 2006).
Scottish Widows is Britain's fifth-largest life, pensions and investments firm and is based in Edinburgh.

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