Opinion  

Will Workie work?

Peter Walker

“It is possible that something so odd actually makes people sit up and take notice, however I am sceptical that the coverage will be sufficient to make ‘Workie’ so recognisable that people get the message just from seeing him... her...”

Standard Life’s Jamie Jenkins noted that airing it between Emmerdale Farm and Coronation Street could catch the attention of millions of viewers, “although Workie may well be a double agent, trying to tempt pension geeks like me into the world of soap operas”.

“Anyway, it won’t be long before the Rovers Return has to set up a pension scheme. That is a rollercoaster story line that will undoubtedly grip the nation.”

peter.walker@ft.com