About Marketel

Founded in 1997, Marketel is one of the largest advertising agencies in Quebec,
offering integrated services in advertising, promotions, sponsorships, design and media.
It is majority-owned by Quebecers and associated with McCann WorldGroup,
a major international communications network that provides Marketel
with access to world class information and services in 205 cities and 132 countries.

STANDARD LIFE PARTNERS WITH BNN

/whats_happening/11-10-2009

Standard Life Financial and Marketel have partnered with the Business News Network to create a campaign that reinforces the company's reputation as a provider of sound investment products. Launching Monday on BNN, the campaign consists of an editorial component that was specifically created for Standard Life by BBN in collaboration with The Gandalf Group. "We were looking for a broadcaster that would go beyond advertising communication by delivering relevant content to our consumers," explained Alain Tardy, Vice-President, Media,

at Marketel. "We wanted to create informative content that would be heard in a receptive environment in which the public was already attuned to financial matters. BNN offered an ideal environment for our project." BNN proposed a content-generation project by creating a custom survey to sound out consumers about their financial concerns in today's market. This would permit Standard Life to not only better understand the financial issues and worries of its consumers, but also to deliver exclusive and relevant current content to its target public.

The project's originality comes as much from its brand-neutral editorial approach as it does from its educational angle, positioning the consumer at the centre of the campaign's creation. Three different surveys will be undertaken and the results of each one will be broadcast on BNN during three four-week periods. Each of the three periods will be preceded by a three-week promotion, also on BNN. The three surveys will take place in November 2009, and January and April 2010.

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