Sun Life's high-profile Putting IFAs In Front ad campaign has ruffled one or two feathers at Norwich Union.
For some time, NU has put the slogan Putting the IFA First on its ads. It accuses Sun Life of stealing its thunder.
NU trade marketing manager David Czerwinski says: "We have been running IFA First for quite a long while so we had a wry smile when they said they were putting the IFA in front. They do say imitation is the sincerest form of flattery."
But the managing director of Sun Life's ad agency begs to differ. David Shoot says: "With IFA First, NU appears to be saying that IFAs are more important than direct sales. We say Sun Life is giving you a real advantage with its products over direct salesforces."