What is Pension Attention all about?

Pension Attention​ is an award-winning national campaign coordinated by the Association of British Insurers (ABI) and the Pensions and Life Savings Association (PLSA). The campaign’s main aim is to encourage Brits to engage with their pensions. This year marks the second consecutive year we’ve been entrusted with managing this important initiative, following a successful campaign last year that featured 80s children’s TV star Timmy Mallet.

How has Faye Levi Marketing helped?

Faye Levi Marketing was invited back to manage the Pension Attention campaign in 2024, thanks to our understanding of the stakeholders and strategy involved, and our experience in coordinating this large-scale, multi-channel campaign. This year, we worked with well-known TV personality Gemma Collins (the ‘GC’) and financial expert Iona Bain to bring a fresh and relatable angle to the campaign, enhancing its reach and impact.

Our role encompassed:

• Stakeholder Management: We facilitated smooth collaboration between the ABI, PLSA, and 12 campaign sponsors. Our team provided the necessary resources, toolkits, and guidance to empower these sponsors, ensuring they could effectively amplify the campaign within their networks. Regular updates and communication were key, with weekly bulletins, monthly meetings, and responsive support.
• Creative Direction and Brand Management: We oversaw the creation and delivery of campaign materials, acting as the bridge between the creative agency, Third City, and our clients. Our responsibility was to ensure that all creative outputs—from PR content to advertising formats—met the brief and were delivered on time. We also streamlined the feedback process, consolidating input to save time and maintain clarity.
• Campaign Management: We coordinated all aspects of the campaign, from planning to execution. This included managing timelines, resources, and budgets, as well as chairing weekly meetings with the campaign team. Our focus was on ensuring that the campaign ran smoothly, with clear communication and efficient handling of any challenges or changes.

The Result

The 2024 Pension Attention campaign is already off to a strong start, generating over 400 media hits, thousands of social media engagements, and significant public discussion. While final outcomes will be shared in the coming weeks, the early indicators are promising, suggesting that the campaign will once again drive significant attention to pensions across the UK.

We’re so proud of our work on this campaign, and the success it’s seen so far.

“Our complex integrated marketing campaign involved a wide range of client, agency, industry and government stakeholders. Faye was a real driving force in navigating this tricky environment and pushing us forward to exceed the ambitious goals we set ourselves. She is highly professional, fast, organised, confident working with people at all levels and did a fabulous job for us unsticking issues and keeping our campaign rolling. She’s a pleasure to work with.”

Mark Smith, Head of Media Relations, Pensions and Lifetime Savings Association (PLSA)

“Faye and her team played a key role in project management of our biggest annual campaign, but went beyond this in terms of proactively improving the workings of the team, keeping everyone focused on deadlines and managing a multitude of stakeholders and partner agencies. I wouldn’t hesitate to recommend them to others and look forward to working with Faye and her team again next year.”

Chris​​​​ Blackwood, Assistant Director, Head of Campaigns & Marketing, ​Association of British Insurers (ABI)

“Having Faye and Lindsay project managing the Pension Attention campaign made everything much simpler for us. They took care of the sign-off procedure, gathering feedback, securing consensus from the client, and communicating across all the different stakeholders. It was a great extension to the team and meant that we could focus on the creative and the delivery.”

Suzie Barrett, Managing Director, Third City