CLIENT
Standard LIfe Ireland
Sharon Smyth, Head of Marketing
Lisa Tobin, Brand Manager
Aoibheann Daly, Brand Manager
Stephanie Garrigan, Brand Manager B2B
AGENCY
Edel McCabe, Business Director
Ronan Nulty, Executive Creative Director
Briain Wright, Senior Copywriter
Cormac Dooley, Account Manager
Cormac O'Connor, Art Director
Emma Everard, Account Director
Michael Rekab, Strategic Planning
Rachel Murray, Senior Producer
Fay Quilligan, Strategic Planning Director
Eddie Gardner, Sr Art Director
Zenith Ireland
SUMMARY
In 2018 Standard Life was on the back foot. Competitors were dominating, consumers were disinterested and sales were declining.
Instead of simply trying to get a place back at the table, we took back control of the conversation. 'My Second Life, My Way' redefined 'retirement' for consumers and completely reframed the conversation with Financial Advisers. The brand's reputation, market share and sales all increased significantly. But a real testament to its effectiveness is that the idea and tools are still being used by Advisers in retirement planning conversations today.
