Thinking outside the tick-box.

Publication: Europe Intelligence Wire

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COPYRIGHT 2004 Financial Times Ltd.

(From Bank Marketing International)

Canadian benefit society Foresters, which has been providing investment products to customers for more than 130 years, has launched its first ever advertising campaign. The campaign is part of a wider rebranding effort. BMI looks at the novel new ads Based in the Canadian province of Ontario, Foresters offers a number of life insurance and investment products for its members across Canada, the US and the UK. As a benefit society (mutual society) Foresters' members are its stockholders and it prides itself on it ethnical investment policies.

Foresters likes to think of itself as unique among financial institutions. "Like many other financial services providers, we sell life insurance and investments," said Laury Heydon-O'Neil, a spokeswoman for the society. "But what sets us apart are...

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