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Skandia refreshes approach

Skandia Life is to roll out a new advertising campaign in the first quarter of next year following requests from IFAs.

Based on the theme of Fresh Thinking, the campaign is being created by Skandia&#39s newly appointed ad agency, The Marketing Store Worldwide. It will initially appear as inserts and supplements in the personal finance trade press.

Skandia says it is launching the campaign after a six-month absence from advertising as part of its support for IFAs, who have said they would benefit from the company having a higher profile in the market.

Later in the year, in the build-up to its sponsorship of Cowes Week, the life office will extend its advertising to the consumer press. Next year marks the sixth anniversary of its sponsorship of the biggest sailing regatta in the world.

Skandia has also chosen the Media Planning Group as its new print buying agency.

Skandia public relations and advertising manager Jo Gilbey says: “IFAs have told us they would like to see our name better recognised by their target market so we are looking at ways to achieve that. We are constantly striving to support IFAs and a major part of our new initiative is to develop further trail-blazing products and services and continue to reach the IFA community through innovative solutions.

“The Marketing Store Worldwide and the Media Planning Group demonstrated both creative and sound strategic thinking in their approach which enabled them to develop and deliver ground-breaking advertising solutions for us.

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