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
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