Scottish Widows parts company with Partners

LONDON - Scottish Widows is no longer working with its lead strategic direct marketing agency Partners Andrews Aldridge.

The agency was appointed to the Scottish Widows roster in June 2006 to handle its customer acquisition and retention business. However, insiders say it is no longer working with the company.

Partners Andrews Aldridge also previously worked with Scottish Widows' parent company, Lloyds TSB. The agency shared Lloyds TSB's direct business with Tullo Marshall Warren, but both agencies lost out in a review in June when Rapier scooped the entire £50m direct account following a pitch that also involved Propaganda.

Scottish Widows currently works with WWAV Rapp Collins Edinburgh and Team Spirit, which were appointed following a review of the financial services brand's agency set-up under marketing director Mike Hoban.

This year, the company increased its marketing spend to £17m, up from £2m, in a drive to improve customer retention. At the end of 2006, the brand returned to TV advertising after a two-year absence with a campaign by its advertising agency Leo Burnett. The ad, which featured a new Widow, was filmed in Iceland, and built on the brand's 'Preparation is everything' brand proposition.


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