Now:Pensions appoints TVC to create the brand’s first-ever TV campaign

Realtiy TV star Stacey Solomon stars in the ad.

One of the UK’s largest auto-enrolment pension providers Now: Pensions has appointed TVC Group to create the brand’s first advertising campaign, including a TV advert to go live in September.

Auto enrolment legislation has been designed to encourage a retirement savings culture in the UK. This new legislation requires all employers to automatically enrol some or all members of their workforce (depending on age and salary level) into a pension scheme that meets certain minimum standards.

The new advert features reality TV star Stacey Solomon and aims to clarify some of the jargon associated with pensions.

Amy Mankelow, director of communications at Now: Pensions said, “The TVC team presented the most creative ideas and were really happy with the final result. TVC were the perfect partner to help us deliver the ambition we have for Now:Pensions.”

James Myers, group managing director of TVC Group, said of the project: “We are delighted to showcase our skills as the creative lead on this integrated campaign across media for such a forward-thinking client.”

Recent research has revealed that young Brits are still failing to get to grips with pensions, with almost half of those quizzed in a nationwide study admitting their pension knowledge is ‘poor or very poor’. The research revealed that only around one in five (22 per cent) in the 18-30 age group can claim to have a ‘good’ understanding of pensions. Furthermore, 40 per cent of respondents do not know what a workplace pension is, despite auto-enrolment becoming law in 2012.

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