Scottish Widows Business Protection Report

Campaign In-house Agency Awards 2026: Background and thinking behind the entry.

Agency: Beehive, Lloyds Banking Group

Beehive is Lloyds Banking Group's in-house creative agency, bringing together strategy, copywriting, design and content production to solve real commercial challenges.

This project reflects Beehive at its best. We identified a conversation gap in the business protection market, generated original insight to understand it and created practical tools to help people act.

We believed the category had a language problem. Business owners were thinking about customers, cashflow, debt and growth, while the industry was talking about products and protection. While many SME owners faced significant risks, conversations about protection were not happening often enough. Rather than creating another product-led campaign, we set out to understand why.

Working alongside Scottish Widows, Lloyds Banking Group commercial teams and research partners, we helped shape a major research programme exploring the realities facing business owners and the advisers supporting them. One finding stood out. Business owners weren't ignoring risk. They were describing it differently.

That insight became the foundation for the entire campaign. From research and strategy through to copywriting, design, social content and launch support, every element was delivered in-house. Our focus was on creating useful, practical resources that would help advisers, business owners and professional connections have better conversations.

Although recently launched, the campaign has already attracted industry attention and positive feedback. More importantly, it shows the value of an in-house agency that understands the business from the inside. Beehive was able to connect insight, strategy,