HM Treasury launches pensions ad

HM Treasury has launched an ad to promote Pension Wise, its new pensions guidance service.

The animated ad by DLKW Lowe has been created to tell people who are close to retirement about the service, which gives "free impartial guidance".

Pension Wise was set up to explain the changes, from April, to how pensions can be accessed.

The ad was created by Tom Hudson, the executive creative director. It was directed by Philip Hunt and Dave Prosser through Studio AKA. Kerry Hyndman created the illustrations. The media was by Carat and Mindshare.

The campaign is running across TV, digital and print.

Tom Knox, the chairman at DLKW Lowe, said: "We are proud to have been given the responsibility for communicating this significant reform to how pensions will work in the future.

"It is very important that people at, or approaching, retirement age are empowered to make informed choices about what they do with their money."

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