Standard Life joins Race for Life as headline partner, launches new TV ad

Alex Sword


The Financial Services Forum

Standard Life is launching a major brand campaign, including a new TV ad and a headline partnership with Race for Life.

The pension provider will sponsor the Cancer Research fundraising series for three years starting in 2023. The brand will be present in Race for Life’s major marketing campaigns across television and radio, as well as visible at all events.

Standard Life is also premiering a new TV ad, which focuses on how the office has changed over the four-decade working life of a fifty three-year-old man. The advert will run until the end of November.

The brand is also launching a six-month sponsorship of the Sunday Times’ Fame and Fortune column, a feature in the publication’s Money section which interviews a well-known figure about their attitudes to money.

Sangita Chawla, CMO at Standard Life, said: “Standard Life is incredibly proud to have been selected as the lead sponsor of Cancer Research UK’s Race for Life which is one of the country’s best known and much-loved charity event series. With cancer affecting one in two people, the sponsorship provides us with a chance to encourage participation in Race for Life events up and down the country to raise money for vital research.

“The sponsorship comes as we are stepping up our investment in the iconic Standard Life brand and our new advert represents a major milestone in our plans. It also underpins our commitment to ensuring we are relevant for our customers in this difficult economic environment and recognises the important role pensions can play in helping people to prepare for the future.

“This is also why our advert talks to our brand values of representing typical savers, our heritage in workplace pensions and our focus on providing digital customer experiences.”

Andy Curran, CEO of Standard Life, said: “The activity we’ve unveiled today represents a new chapter in the long history of the Standard Life brand and reflects our commitment to ensuring we build on the high levels of awareness and the brand is visible and relevant in the years to come.

“Since Standard Life became part of Phoenix Group we’ve been investing in the support and propositions available to customers and are now seeing considerable success in the workplace and bulk purchase annuity markets in particular. The investment in the brand will play an important role as we look to build on this success and expand our presence in customer facing markets such as retail savings.”

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