The ABI and PLSA have selected Third City to oversee the ‘Pay Your Pension Some Attention’ campaign, after a competitive four-way pitch.

The agency will be responsible for “injecting a fresh approach” into the annual campaign and driving greater engagement with pensions among the UK public.

Backed by prominent pensions industry brands, the work will run from September to November this year.

The ABI and PLSA have worked with financial PR agency Teamspirit for the past two years on the initiative.

In 2022, ‘Pay Your Pension Some Attention’ was led by rapper and TV personality Big Zuu. The work won the Best Public Affairs Campaign for an NGO, Charity or Campaigning Organisation category at the PRWeek UK Corporate, City & Public Affairs Awards 2023.

Last year, the campaign starred TV presenter Timmy Mallett.

When contacted by PRWeek, Ursula Delaney, director at Teamspirit, said: “It’s been fantastic to work on the pension attention campaign with the ABI and PLSA for the last two years.

“The launch in 2022, which saw Big Zuu challenged to write a rap on pensions in 24 hours, was an industry first, pushed creative boundaries and its bold approach engaged a whole new audience and affected real change. Exactly what we all set out to do.”

Delaney added: “We’re really looking forward to seeing what comes next. The need for people to pay attention to their pension is as strong as ever with £19bn of lost money to track down.”

In its next iteration, the integrated campaign will run across digital, social, out-of-home and earned media – aiming to help more people understand what pension savings they might have, how easy it is to keep track of, and how pensions can give people choice and freedom when they retire.

Joe Dabrowski, spokesperson for the Pension Attention campaign, said: “We’re excited to be working with Third City as we embark on our third year of the campaign. Their strategic understanding, combined with bold creativity, really stood out for us.”

Third City managing director Suzie Barrett said: “This brief absolutely plays to our core strengths as an agency, marrying our expertise in behaviour change strategy with big creatives.

“While auto-enrolment has brought over 10 million more people into pension saving, this success has relied on inertia – and, realistically, pension engagement is still relatively low. There has never been a more important time to drive public engagement and change behaviour when it comes to pension saving.”

Third City, whose client roster includes brands such as Nespresso, Starling Bank, and Expedia, ranked sixth for UK ESG revenue among PR agencies in 2023. Overall, in PRWeek UK’s latest Top 150 Consultancies project, the agency ranked 158th.

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