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Standard is pondering TV ads in mutual fight

Standard Life is considering taking its fight to stay mutual into homes

nationwide with a TV campaign.

It is one of the strategies the life office is considering. It would be

the first TV campaign run by a company centred on the benefits of

mutuality. A Standard Life spokesman says: “If it is appropriate, we will

use it.”

It is preparing an information booklet for members that also be widely

distributed to IFAs so they will be able to answer queries from clients.

Standard Life is facing a battle against carpetbagger Fred Woollard who

has succeeded in forcing a vote on whether the company should consider

demutualisation. The vote will take place at a special meeting on June 27.

This leaves the company less than two months to convince its 2.3 million

members that remaining a mutual is in their best interests.

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