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. 

### __Every time you see me, know there’s a violent argument happening in my head.__

Sitting at my desk? It’s the UN council debates. 

Typing on my laptop? A domestic dispute. 

Looking at some amazing design from my uber talented team… a segment on question time between a right winger and a student. 

And those aren’t metaphors by the way.

Those are often the actual back and forths happening in my brain. 

It’s more like… scenario planning. 

Can they take over? Sometimes. Is it exhausting? GOD YES! 

Have I drowned them all out in the past with exercise, loud banging music or just… sleep? Wouldn’t you?

__Oh and COPIOUS amount of cartoons and YouTube. __

They work a treat. They literally focus my mind on those little colours and jokes and skits and stop… all the rest. 

__But the fact my brain operates on speed, with gusto and with a lot of attitude, doesn’t mean my opinions on work should just be disregarded as… dramatic. __

I actually once received a rather bitter sweet award before for being “Most Dramatic” … which has since resulted in ANOTHER series of arguments in my head about whether it was funny or insulting.

Because they say you never know what’s happening in someone’s head.

And that is apt.

But for those who are bipolar or just raised levels of intrusive thoughts, saying they’re dramatic, really doesn’t cut it when it comes to understanding the level of swinging emotions, feelings, thoughts, visuals and conversations that occur, all day, while you’re just asking me about a job, a brief, what I’m doing for the weekend. 

__So sometimes just hang ten with them when you think their reaction is a bit… much. __

Because while you’ve thought about a topic for maybe an hour over the week, I’ve had it on repeat, on different days, in the bath, while walking, while we’re chatting. 

__I’ve had that conversation with you, multiple times… and you weren’t even there. __

__BUT there’s a massive upside…__

I’m lucky enough to be able to (when I can) put all that dramatic, Tasmanian devil energy to use. On a concept, on a pitch, on a project at work, on a big social occasion for friends, on being a best man, on organising trips for big groups, on coming up with pun after pun. 

It’s a not a super power… but it definitely makes up for the rest! 

Maybe. 

So, what am I asking? 
Don’t discount people’s outbursts, opinions and passions in your teams just because they have a different mental makeup than you. They’re more than a “broken” head. 

Don’t assume just because they’re chatting to you about Eurovision, that their side brain isn’t on its 6th hour of debates involving an old lady at the bus stop and a kid on a skate board. 

__In summary, I have no answers. Except that having a different mental makeup is knackering. __

__Right that’s it. I’m off to stick on a couple episodes of Bobs Burgers. __

Every time you see me, know there’s a violent argument happening in my head.

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.

Teamspirit has been shortlisted for five awards at this year’s Financial Services Forum awards for our work in Public Relations, content marketing and integrated campaigning. 

Since their introduction in 2002, the Financial Services Forum Marketing Effectiveness awards have become one of the industry’s most sought after prestigious accolades, measuring the impact of marketing campaigns and acknowledging marketing excellence.  Submissions are open to financial services brands, organisations and agencies worldwide and categories include advertising, content marketing, digital marketing, PR, social media, integrated campaigns, customer experience, loyalty and retention and new product, service or innovation. 

<div class=blue>
This year Teamspirit has been shortlisted for the following work:
<br/><br/>
<ul>
<li>Janus Henderson - Cutting Through the Sea of Content – Content Marketing</li>
<li>Janus Henderson - Making Advisers ‘More Content’ – Integrated Campaign</li>
<li>Zurich: The Zurich Workplace Savings Barometer – Public Relations</li>
<li>Trussle: A Tech-Driven Triumph in the Mortgage Market - Public Relations</li>
<li>Tilney: The Cost of Tomorrow Report – Public Relations</li>
</ul>
</div>

All shortlisted entries will go on to be judged in two new categories this year that measure campaigns across all marketing disciplines in a specific industry sector, and campaigns across all marketing disciplines based on budget size. 

The awards ceremony takes place on 30th November 2017. 


Teamspirit shortlisted in five categories at the FSF Awards for Marketing Effectiveness 




Teamspirit shortlisted in five categories at the Financial Services Forum Awards for Marketing Effectiveness

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