Delaney Lund Knox Warren has landed the Department of Social Security’s high-profile £5m pensions account following a four-way pitch.
Delaney saw off competition from Lowe Lintas, D’Arcy and TBWA GGT Simons Palmer to secure the business, which aims to encourage those on low incomes to take out stakeholder pensions.
The campaign is expected to break in January next year and will include TV, press and below-the-line work.
Stakeholder pensions form the centrepiece of the Government’s reform of the welfare state.
The new pensions are to be launched by social security secretary Alistair Darling on April 1 next year. They will be aimed at those with an income of between £9,000 and £18,500. They will have a maximum annual charge of one per cent, a minimum contribution of £20 per month and no exit charges.
A DSS spokesman said: “This campaign is aimed at people of working age to inform them about the range of pension choices available to them. This will include initiatives such as stakeholder pensions.”
The proposed drive has attracted criticism as it could clash with a £15m savings and long-term risk campaign by the Association of British Insurers, scheduled for a summer launch.