CASE STUDIES

The unprecedented changes of recent years in the life and pensions industry, notably with the introduction of new policy and regulation, auto-enrolment and pension freedoms, meant that as the UK’s leading consolidator of closed life funds, Phoenix had a key role to play in supporting customers, leading discussions with stakeholders and having a voice in the media.

Lansons devised the concept of ‘The Meaning of Life’ campaign, which entailed the development of two consecutive Phoenix sponsored reports, written in partnership with the Pensions Institute.

The first ‘The Meaning of Life: An uncertain future for the traditional life company business model in the UK’s private-sector pensions market’, was published in November 2015 and the second report, published in November 2017, ‘The Meaning of Life II: The UK life company business model in the context of dramatic changes to the political landscape and the investment and private-sector pensions market’.

Working closely with Phoenix and the Pensions Institute, Lansons helped edit and co-organised the launch event of the initial report, and focused on media relations with the pension and retail trade press.

This led to widespread coverage of the Phoenix sponsored reports across key target publications, contributing to a stronger positioning for Phoenix as a thought leader in the life and pensions industry.

The findings of the report has provided the basis for much of the Phoenix’s recent commercial positioning and as evidenced by the recent announcement of Phoenix’s acquisition of Standard Life Aberdeen’s workplace pension book.