Standard Life looks to affluent customers

STANDARD LIFE   DOREMUS   BUSINESS WINS

Hong Kong - Standard Life Asia, a financial services provider, has appointed Doremus Hong Kong as its creative agency to rebrand the company and tap affluent consumers.

Doremus Hong Kong has won the integrated communications account following a three way pitch that included two other local agencies.

Doris Shu, chief marketing officer for Standard Life Asia, explained this the first time the company has appointed a creative agency to tie in with business directions. 

Standard Life's target audience has been focused on the emerging affluent segment, but Shu said the company is now shifting to reach out to the established affluent and high net worth customers. 

"It was also about chemistry, and we were very impressed by their in-depth understanding and empathy of the customers," she added.

Shu said Doremus was strategically and creatively spot on and the fact they are also very approachable and down to earth is a bonus.

Mary Choy, managing director for Doremus Hong Kong said the agency was appointed because of its strong understanding of brand issues.

"Presenting sound strategy and putting forward a highly competent team and polished, relevant creative solutions that meshed with Standard Life's own business objectives and brand vision," Choy said.

There will be no movement for Standard Life's media agency OMD and the next campaign will roll out either at the end of first quarter or early Q2. 

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