One year we’re creating a rap about pensions with Big Zuu, the next we’re bringing back Mallett’s Mallet! It’s never quiet for long at TS towers and last month saw us come back for year two of the industry-led Pension Attention campaign alongside the ABI and PLSA. After months of planning and tireless work across our integrated team, it was brilliant to see our work with Timmy Mallett, an iconic and much-loved 80s and 90s TV presenter, all come together and land with a splash across press, digital, social and out-of-home as we called on the UK to take an Itsy Bitsy Teeny Weeny look at their pension with ‘The Pensions Playback’. 

Working with Timmy Mallett was a joy and while I’m a tad young to have watched his primetime shows in my childhood, I certainly understand how our target audience for this campaign are so taken by him. 

On our shoot day he enlisted Mallett’s Mallet and Pinky Punky to take contestants back to the 80s and 90s so they didn’t feel so “Bleugh” about their pensions. With this nostalgic take, we were able to encourage people to look back to yesterday and uncover their ‘lost’ pensions to maximise their future. It sounds simple, and it really is, but so many people just aren’t claiming them. In fact, the DWP estimates there will be 50 million dormant and lost pension pots by 2050. And with the average person having 11 jobs in their lifetime, it’s never too soon to get on top of it. 

In the run up to launch, the team worked to build the assets for launch day. This included the Pension Attention landing page, the out-of-home advertising, the social clips and all the assets for PR. This meant when it came to launch day we had a wealth of content to amplify the PR as we hit go on our media day with Timmy to get the nation talking and taking action. We had pitched away in the week running up to launch and landed a packed-out schedule with Timmy conducting interviews across many major national publications and radio stations (we also quickly learnt we have a lot of Timmy fan boys and girls in the media!). 

These articles have all since been landing and we’ve already reached over 52 million people with the coverage. Hits have been secured in core nationals such as the Mail Online, The Express, The Sun, Evening Standard and This is Money and we still having a bunch of articles in the pipeline! We’ve also heard Timmy across the airwaves and TV and been so heartened to hear him bring his own personal experience to the campaign, talking about all the jobs he’s had and the importance of tracking down those pensions. He was a real pro and so seamlessly mixed our messaging with titbits of local knowledge for radio stations, 80s trivia and chats about his own passions including biking and painting. 

While the pitching certainly doesn’t stop here, it’s been a great start to year two of Pension Attention and we look forward to continuing to bang the drum over the coming weeks and months.

Your attention please! Senior Account Director Kathryn Cleaver reflects on the launch of the 2023 Pension Attention campaign and what it was like working with the legendary Timmy Mallett. 

Critical illness is not traditionally the easiest category to gain positive awareness for in consumer media.

But our work for AIG Life was recently recognized for doing just this, winning gold in the PR and Brand Storytelling category at the Marketing Week Masters awards.

Beating shortlisted entries from Lego, Vodafone, Greenpeace and the Roald Dahl Foundation, our winning campaign told the story of Max, a toddler who was
diagnosed at birth as being profoundly deaf. Protected by AIG Life, Max’s parents received a no quibble pay out for their claim, allowing them to give Max the care and quality of life he – and his family - needed.

An innovative content and PR strategy led to interviews on ITV’s Lorraine, BBC and ITV news, sending the story viral.  Well over 200,000 views were achieved across YouTube, national media, Facebook and Twitter. Cover magazine described the activity as ‘a communications vision for the industry’.

Critical illness is not traditionally the easiest category to gain positive awareness for in consumer media. But our work for AIG Life was recently recognized for doing just this...

For nearly as long as I’ve been working in marketing, Financial Services has been renowned for jargon and complexity. Often caused by the dead hand of regulation, but also because product developers are somewhat removed from the end user. 

Yet here is an example where perhaps the most mass market of products – fast food - is consciously mimicing the language and vernacular of that mainstay of pensions and Stock and Shares ISAs - the wrap platform. 

To be honest I haven’t been in a KFC for years – and know nothing of the Twister Wrap, but the phrase ‘Visit KFC to discuss switching wrap provider’ on a tube card on the Northern did catch my eye. 

Does the target audience (London commuters) ‘get’ the joke? Or is this simply the whim of the creative team? The videos talk about upgrades and value, using the style of mortgage or utility switching, but the OOH talks about Wraps.

Finger lickin’ good or tastless junk? You decide.

![JimBlog](//images.ctfassets.net/sxw14dxmazhg/7sichFuJGfnq852Tv9hyBu/b2620994a9593a4e27f5e6f6cf99dc9d/JimBlog.png)

Usually investment marketing copies from the mainstream – but today the mainstream seems to be copying from investment.

On Saturday 21st October, two of our creative team, Tim Glister and James Maxwell, were panellists at the fourth [LGBT Leaders](http://lgbtleaders.co.uk/) conference in Canary Wharf. 

![LGBT Leaders Booklet](//images.contentful.com/sxw14dxmazhg/5MoZaK6UtqGwCMOSM86am6/b7509af28d558a0d22930ec802330319/LGBT_Leaders_Booklet.jpg)

The conference is the largest undergraduate conference of LGBTQ students in the UK, and involves panels and workshops on different career paths and LGBTQ activism issues. Sandy Downs, an account executive in our PR team, is one of the founders, and this year Chime were gold sponsors of the event.

Tim and James ran a PR & Marketing workshop for over 50 attendees, leading a conversation about entry points into the industry and the efforts that Teamspirit and Chime are making in the field of diversity and inclusion. The duo also took part in a panel discussion about coming out at work, the role of ethics and activism, and how the changing landscape of the media is impacting public perceptions of social justice. 

More widely, the conference tackled some of the biggest inclusion issues in business and politics. Munroe Bergdorf, the trans model fired by L’Oréal for her anti-racism comments, was a keynote speaker in conversation with Josh Rivers, the editor of Gay Times Magazine. Other speakers included Nia Griffith MP, Baroness Liz Barker, and Pink News CEO Benjamin Cohen.

![LGBT Leaders 1](//images.contentful.com/sxw14dxmazhg/4fvTyiZMMEWc2kMuuQ2O4e/2136c369d8fcbda5077760f0bf4d56ed/LGBT_Leaders_1.jpg)

Written by Sandy Downs, Teamspirit

On Saturday 21st October, two of our creative team, Tim Glister and James Maxwell, were panellists at the fourth LGBT Leaders conference in Canary Wharf. 

LGBT Leaders Conference

Related News

Fri 20 Oct 2023

Wed 11 May 2022

Mon 11 Jan 2021

Mon 14 Oct 2019