Third City appointed as creative agency for Pension Attention campaign

Pay Your Pension Some Attention, a cross-industry campaign, has appointed Third City, following a four-way pitch

The campaign, led by the Association of British Insurers (ABI) and the Pensions and Lifetime Savings Association (PLSA), is backed by some of the best-known brands in the pensions industry and will run from September until November.

The integrated campaign will run across digital, social, out-of-home and earned media. Third City will be responsible for injecting a fresh approach to drive greater cut-through and engagement with pensions among the UK public, working with media buyer MessageSpace.

It aims to target more people and empower them to understand what pension saving they might have, how easy it is to keep track of, and how powerful pension saving is in giving people choice and freedom when they retire.

Joe Dabrowski, spokesperson for the Pension Attention campaign:

“We’re excited to be working with Third City as we embark on our third year of the campaign. Their strategic understanding, combined with bold creativity really stood out for us.”

Managing Director, Suzie Barrett, added:

“This brief absolutely plays to our core strengths as an agency, marrying our expertise in behaviour change strategy with big creatives. It’s the perfect campaign for us.”

This announcement was covered in PR Week on 10/05/2024