Scottish Friendly appoints MRM

Scottish Friendly, the Glasgow-based financial services group and Scotland’s largest mutual life office, has appointed MRM to oversee its proactive media relations and digital communications.

The business, which recently announced record sales figures of £20m for 2013, appointed the agency following a competitive pitch process at the end of 2013 which also saw long-term Glasgow-based incumbent 3X1 retained for corporate work.

The MRM account team will be led by founding director Andrew Appleyard with associate director Emma Evans and head of social and digital Michael Taggart taking on day-to-day responsibility for delivering a wide ranging programme of activity covering both traditional and social media.

Commenting on the appointment, Neil Lovatt, sales and marketing director at Scottish Friendly, said: “MRM demonstrated a level of understanding of the brief and our business that really stood out. This combined with their expertise across all media channels and their commercially focused creative thinking made their appointment an easy one for the business.”

Andrew Appleyard said: “Scottish Friendly is a great example of the well run modern mutual, bringing together a clear sense of commercial and moral purpose with a forward thinking leadership team committed to ensuring the continued long-term success of the business is built on the market leading product design and delivery. It is a pleasure and a privilege to be working with them.”