COI hunts shop for £4m stakeholder pension ads

by Lucy Barrett, Marketing 05-May-05, 11:50

COI Communications is talking to advertising agencies about a £4m advertising campaign to publicise the Treasury's shake-up of stakeholder pensions.

The government has launched two stakeholder products to encourage people on lower salaries to save for their retirement.

A cash deposit account and a medium-term investment fund have been added to the two existing stakeholder pensions.

The new products were launched last month in the wake of the Sandler review of the UK savings industry. Ron Sandler, the former chief executive of Lloyd's of London, was asked by the government to recommend ways to encourage lower-income families to save.

The 'stakeholder suite' will be widely marketed to new savers.

Mother, Delaney Lund Knox Warren, Miles Calcraft Briginshaw Duffy, M&C Saatchi and HHCL/Red Cell have been briefed on the pitch.

The COI, led by chief executive Alan Bishop, spent £167m on advertising last year, and is reviewing its roster of 30 advertising agencies. It wants to add creative hotshops set up since its last review four years ago.

The overhaul coincides with plans to review the COI's £36.4m direct marketing roster.