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It seems the
long-standing ‘shop around for annuities’ message has
failed to hit home with Aviva opting to tackle the issue head on
with the launch of television and press adverts focusing on the
Open Market Option (OMO).
The step up in advertising has been prompted by estimates from the
group that UK retirees could boost their retirement income by up
to ten per cent by shopping around, yet only 37 per cent of annuities
are taken out following use of the OMO.
“When devising this campaign we worked extremely closely with
people approaching, and in, retirement to truly understand their
wants and needs,” commented Gary Pepler, marketing, brand
and communications director for UK Life, Aviva. “We discovered
that while most new retirees love the freedom that retirement affords,
there are still concerns over managing money.
“Our latest advertisement series is just one of the ways in
which we are addressing the concerns of today’s retirees.”
Pepler added: “It is vital that people make best use of the
full value of their assets, whether these are pensions, property
or savings. By taking control of retirement planning sooner rather
than later and by seeking sound financial advice, we can help to
alleviate people’s fears and prepare them for the retirement
they deserve.”
The advertisements can already be seen on UK TV.
- Pensions Age July 2009
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