MML is creating a campaign to inform the public that spouses will no longer be able to inherit the full government - or Serps - pension of their deceased partner.
The agency, which was added to the roster in the last COI review, pitched against a number of undisclosed agencies, and will work alongside PHD, which won the pitch for media planning and buying for the campaign.
The campaign, which will run in the press and online, is set to break imminently, and will build on the work carried out by the DoWP since 2000 to inform people about the changes to inheritance of Serps pensions.
COI said that the campaign would highlight the potentially sensitive issue of lessened inheritance for those who lost their spouses. The idea was first proposed by the Conservative government, however the new law was then postponed and the new legislation will come into effect on 6 October this year.
It will mean that most people of working age will be able to pass on less of any pension entitlement to their spouse upon their deaths than present levels. The change in law will come as a blow to those who lose a partner in the early stage of their pension years.
The campaign will also encourage younger people to set up their own private pension accounts early in their careers to supplement the allowance from the government.