Prudential is running a a nationwide stakeholder ad campaign urging
employers to act now or risk stiff fines later.
The campaign will include the national and trade press, radio, online and
ads in taxis.
Alongside the ads, the Pru is writing to 300,000 small to med-ium-sized
A spokesman says although it already has more than 10 million employees
signed up for stakeholder through its deals with the Trades Union Congress
and the British Chambers of Commerce, it aims to capture a sizeable portion
of the small to medium-sized companies market.
The ads are targeted at employers, employees and advisers. They consist of
a list of criteria which then pose the question: Do other providers tick
all the right boxes?
They urge employers to act now and set up a plan for their company rather
than wait and risk not meeting the October deadline imposed by the
Prudential head of brand communications Karen Richardson-Fowles says: “The
stakeholder market is a crowded one and, with charges capped at 1 per
cent, it can be difficult to differentiate from the competition. Our
objective is to provide a competitive stakeholder scheme that does not
become an administrative burden for customers.”