COI calls digital pitch for brief to tell teens to start their pensions

The Department for Work and Pensions is briefing six digital creative agencies about a project to promote awareness among teenagers of the need to start a pension. The pitch is being handled by COI Communications.

The DWP work, which is likely to include a digital ad campaign, includes developing an interactive game to add an element of fun in a bid to help push information about pensions to the hard-to-convince late-teen market.

The pitch is the first COI has run using its new creative roster of 15 agencies, which it announced at the beginning of the month. At the same time, COI also appointed i-Level to its consolidated £6.2 million digital media planning and buying account.

COI's director of digital media, Jamie Galloway, kicked off the initiative to create its first formal digital creative roster in January in response to the massive year-on-year growth of expenditure in the digital market.

The DWP project comes following a Government rethink of its pensions strategy.

Taylor Nelson Sofres Consumer Research showed that certain groups are difficult to persuade to make provision for their retirement.

In January, the DWP handed Delaney Lund Knox Warren & Partners and DraftWorldwide a two-year, £24 million pension credit scheme brief for the elderly. Following the appointment, a review began on how to target younger people who do not have a personal or company pension.

The DWP has been prolific in awarding advertising briefs this year. In March, COI handed Rainey Kelly Campbell Roalfe/Y&R and PHD the Government's estimated £7 million New Deal account after a protracted pitch process.

New Deal falls within the remit of the DWP and is part of the Government's Welfare to Work strategy.

It targets jobseekers aged 18 to 25, 25-plus and 50-plus, as well as aiming to give single parents and disabled people the opportunity to explore work options. RKCR/Y&R and PHD will now be tasked with developing a multimedia campaign for the New Deal.


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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).