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Standard in £3m drive to push the mutual message

Standard Life has unleashed a campaign defending its mutuality with a

series of print and broadcast advertisements.

After sending out a letter to its members and IFAs, the life office is

hitting the national stage to hit the message home.

The print campaign will be first at a cost of £1.3m, followed by a

national broadcast campaign on peaktime television worth £2m.

Standard Life is trying to undermine the arguments raised by

carpetbagger-in-chief Fred Woollard that with-profits policyholders stand

to gain windfalls averaging £6,000.

It argues that some policyholders would stand to gain as little as a few

hundred pounds and the average payout would be much less than Woollard&#39s

estimates.

The press ads will repeat Standard Life&#39s claim that there is no sound

business reason for converting to a publicly owned company.

Woollard plans to run an ad campaign himself. He fired off a letter to

members and IFAs, responding to Standard Life&#39s correspondence and plans to

take his case to public via press advertisements as well.

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