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Client: Transamerica Life Canada
Sector: Financial communications |
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| Challenge |
| Transamerica Life Canada, the Canadian operation of the
global AEGON financial services group, needed to develop an integrated
internal and external communications strategy to assure the seamless integration
NN Life, which had been acquired in 2000 from ING. At the same time, to
reinforce the benefits of the acquisition, Transamerica was anxious to
position itself as the new Canadian leader in the Segregated Funds marketplace. |
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| Strategy |
| Argyle Rowland developed and executed a multi-faceted
communications strategy that segmented and communicated custom-tailored
messaging to each of the company’s diverse key target audiences,
including the financial community, regulators, existing and potential customers,
the advisor community, and employees of both companies. The theme “Very
Together” was consistently applied throughout the advertising and
public relations program. External communications stressed the new Canadian
Leader positioning. |
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| Tactics |
| Following the high-profile launch announcement involving
senior officials from both Transamerica and ING, Argyle Rowland executed
and supported a wide-range of communications initiatives for Transamerica.
These initiatives included ongoing media announcements, employee and advisor
meetings, and the introduction of a bi-monthly employee newsletter, which
kept employees up to date and informed on developments and plans surrounding
the complex integration process. |
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| Results |
| The launch announcement received widespread positive media
coverage in the business and trade media creating considerable interest
in the advisor community. The integration process which extended for a
full year was highly successful and was completed on plan and without interruption
to the company’s ongoing operations and service commitments. |
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