The Department of Work and Pensions (DWP) is seeking an agency for a major campaign highlighting a strategic shift in the pension system.
COI is overseeing the pitch, which was called just before Christmas. Miles Calcraft Briginshaw Duffy, DDB London, Delaney Lund Knox Warren & Partners and CHI & Partners are on the shortlist.
The shift in strategy follows the Pension Act, which was passed last November, and will be introduced in 2012. The changes will force employers to offer a private sector workplace pension scheme for the first time.
This will either be through schemes established with pension providers by employers or the default scheme called “Personal Accounts”, which will be developed by the Government. It is hoped that the changes to the law will also encourage private savings.
In the past, the DWP has worked with DLKW, which handled the Pension Credit project, Leo Burnett, Cheetham Bell JWT and Vallance Carruthers Coleman Priest. It has also worked with EHS Brann.
In 2005, the £4m launch campaign for the stakeholder pension, which was handled by the Treasury, was developed by MCBD.
Meanwhile, the Department of Local Communities and Local Government has appointed RKCR/Y&R to handle the £4m fire safety account. It beat Farm, Wieden & Kennedy and Lowe London to win the account.
The agency is working on a brief to promote fire safety in the home and it is thought that a new campaign will build on previous work that urges people to regularly test their smoke alarms.