Raising the profile of a leading player in the UK pensions market

The challenge

State Street Global Advisors is a leading global asset manager with deep experience supporting Defined Contribution (DC) pension schemes. The UK team at SSGA briefed us at Living Group London to help launch a major new initiative around Target Retirement Funds to cement its position as a leading player in the institutional DC market.

The solution

We began by creating the name for the core fund – Timewise – developing distinctive product positioning, accompanied by an integrated communication strategy designed to tell its story to a diverse audience including clients, trustees and financial advisers.

Our visual identity differentiated SSGA’s offering and was applied to a suite of channels including on and offline advertising, product literature, a quarterly magazine and a richly animated product film. We also worked with the brand team at SSGA to develop the IA and interface design for the campaign website.

The result

The campaign helped raise SSGA's profile in the UK DC market, positioning the brand as an innovative thought leader. Online ads increased visits to the campaign website by 100% week-on-week, and in just two days SSGA developed significant leads from email marketing and press advertising.

 Find out more at www.ssga.com/ukdc