HPT wins pounds 3.5m ERA launch

HPT Brand Response has beaten three agencies to handle the pounds 3.5 million launch of ERA, a new financial services brand backed by Britannic Assurance, which will specialise in financial products aimed at the grey market.

HPT Brand Response has beaten three agencies to handle the pounds

3.5 million launch of ERA, a new financial services brand backed by

Britannic Assurance, which will specialise in financial products aimed

at the grey market.



The agency won the business in a four-way pitch against Rapier,

Archibald Ingall Stretton and Citibank Financial Services last autumn.

Since then it has been conducting research in preparation for the

launch, which will be staggered throughout the spring and early

summer.



The campaign is likely to target consumers directly as well as financial

advisers, using a wide range of media.



The ERA marketing team is led by the company’s managing director, Mike

Fuller, who became known throughout the financial press as a

trail-blazer in the pensions annuity market when he pioneered the

so-called smoker’s annuity and then the enhanced annuity in 1996.



’Developing a brand like this is a fascinating challenge,’ Steve

Harrison, the creative partner of HPT, said. ’Until now, few agencies

have seemed willing or able to to understand the retirement market. We,

however, have an advantage. Mike Fuller and his team are very smart and

very experienced.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

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).