Legal & General Retail Retirement signals ambitious growth plans with key agency appointments

Legal & General, the FTSE 100 financial services company, has reinforced its ambition to become the country’s number one retirement brand with step change agency appointments by its Retail Retirement division. Havas Media has been confirmed as its new media agency, Lansons as the retained PR and communications consultancy and BBD Perfect Storm as its creative agency.

  • Havas Media, Lansons and BBD Perfect Storm appointed following a rigorous and competitive pitch and tender process
  • Legal & General Retail Retirement’s agency appointments underscore the division’s intent to become the UK’s number one retirement brand

Legal & General, the FTSE 100 financial services company, has reinforced its ambition to become the country’s number one retirement brand with step change agency appointments by its Retail Retirement division. Havas Media has been confirmed as its new media agency, Lansons as the retained PR and communications consultancy and BBD Perfect Storm as its creative agency.

The appointments, focusing on its Retail Retirement business, follows a competitive pitch and tender process handled by Ebiquity.

Legal & General Retail Retirement has ambitious growth plans to become the UK’s retirement brand of choice for consumers and advisers. The new partnerships are part of a drive to build brand awareness, grow its customer base and help the UK enjoy longer, healthier, happier retirements.

All agencies demonstrated a clear understanding of the challenges facing the business and showcased how they could partner with Legal & General to help it realise its strategic ambition, and help more people have the colourful retirement they deserve.

Our marketplace is extremely competitive. Having the best product solutions and service offering does not automatically attract customers. We have to be relevant to them in their daily lives and that means being seen in the right place, at the right time by them. Our new agency partnerships will give us greater flexibility in managing our media activity across all channels and help elevate our market presence when our customers need us most

Meg Dickens, Marketing Director, Legal & General Retail Retirement

Legal & General is a fantastic brand with great heritage, and we are hugely proud to have them as our partner. The vision that they have for their retirement portfolio is very exciting, and it’s fantastic to be part of the journey as we enter very interesting times for this generation of consumer.

Stephanie Marks, Managing Director, Havas Media Group

Legal & General is such a forward-thinking business and we are delighted to partner with them as they look to establish their Retail Retirement business as the standout brand in the market. Their commitment to finding solutions to a changing retirement landscape and to helping customers engage in a meaningful and productive way is really compelling. We are looking forward to working with the team to deliver on their ambitions.

Laura Hastings, Managing Director, Lansons

While the notion of retirement has radically changed in our society, the broader financial services industry delivered little to recognise this. Legal & General has an incredible and purposeful vision to reinvigorate the later life category. We are excited to work with them to deliver the strategy and communications that reflect a more colourful retirement.

Jason Foo, CEO, BBD Perfect Storm

Further information

Millie Hyde-Smith

Head of PR & Thought Leadership

Legal & General Retail Retirement

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