Transforming Scottish Friendly
Over the past three years Glasgow-based Scottish Friendly has transformed itself into a dynamic and successful financial services group.
It has diversified alongside its traditional ‘life office’ roots, delivering record funds under management and strong investment performance.
However until 2006, awareness of Scottish Friendly among the business and financial community was low.
3x1’s task was – and is – to change perceptions of Scottish Friendly via a comprehensive media campaign. We’ve created talking points, opinion pieces and bylined features. Scottish Friendly’s willingness to debate controversial issues, supported by faultless research – has made them media favourites for industry comment.
We’ve persuaded this modest organisation to enter for business awards - with great success. Scottish Friendly’s high tech ‘back office’ system scooped a prestigious Orange National Business Award for Scotland; and MD Fiona McBain was awarded Female Director of the Year by the Institute of Directors Scotland.
At a local level, a community sponsorship with Scottish Book Trust – author tours around schools - is reinforcing the Scottish Friendly brand among young people and families.
Today, the business/financial community is much better informed about Scottish Friendly’s achievements and ambitions – and there is growing recognition that the group is a key player in the UK financial services industry.