Standard Life has launched 56°, a marketing consultancy to provide employers and trustees with marketing support services to use in their communications with employees.
These will include concept development, creative design, campaign creation, copywriting and project management, along with digital content including pop-up video and audio, infographics, social media, tools, web and smartphone technology to help employees take active decisions about their financial futures.
The consultancy will be based in Edinburgh and will start with a combined staff of 22.
Susie Logan, 56°’s director, said that they are trying to address the fact that most people are not sufficiently engaged by the communications that have been used in the past to encourage them to save.
“People demand information that is easy to access and understand, presented in user friendly media - 56° delivers this.”
56° will build on the workplace solutions Standard Life already offers to its 1.6m workplace pension customers in the UK.
Employers can enlist them to create bespoke campaigns or choose from a variety of ready-made communications packages to help them address their workplace communications needs.
At the start of this year, Standard Life’s head of business communications Susie Logan told FTAdviser that improved engagement is crucial if the industry is to foster the active pension savers required to deliver defined contribution pension pots that deliver an adequate standard of living in retirement.
“Post auto-enrolment, people are joining the scheme automatically without having to make decisions,” she said.
“The challenge now is to engage and educate them about their pension – particularly in the run up to retirement.”