Aegon's branding on taxis and billboards suggests its brand awareness campaign is aimed at consumers, but the company stresses it is only targeting IFAs and corporate decision-makers.
Despite placing adverts on taxis in London and Edinburgh and putting up billboards in places such as Charing Cross station, Aegon says its brand-awareness campaign is aimed at IFAs and decision-makers who are responsible for choosing pensions policies for their staff. However, feedback from intermediaries suggests the message to its primary audience has missed its target. Alan Townley, IFA at Dave Alan Financial Services, says he thought the campaign was aimed at consumers as a way for Aegon to get direct business. He states: “It is not a good way to get business from IFAs. It is aimed...
To continue reading this article...
Join Professional Adviser for free
- Unlimited access to real-time news, industry insights and market intelligence
- Stay ahead of the curve with spotlights on emerging trends and technologies
- Receive breaking news stories straight to your inbox in the daily newsletters
- Make smart business decisions with the latest developments in regulation, investing retirement and protection
- Members-only access to the editor’s weekly Friday commentary
- Be the first to hear about our events and awards programmes