R&SA targets IFAs with ads highlighting stakeholder issues

Royal & Sun Alliance is launching an ad campaign aimed at addressing key stakeholder issues.

The £200,000 campaign will mainly target IFAs.

The series of ads will have the strapline, Why overcomplicate things when we&#39ve made selling stakeholder pensions so easy?

They will be appearing in the trade and national press.

Developed by ad agency McCann Erickson, the campaign is intended to communicate a simple concept. It focuses on three key decision-making areas involved in the stakeholder process – investment performance, corporate business portfolios and technological support.

The ads will run for 12 months. The first ad will focus on R&SA&#39s performance in the investment market, highlighting the company winning the Stan dard & Poor&#39s Best UK Investment Group award for three consecutive years.

IFA corporate promotions leader Andy Millburn says: “There is enough confusion surrounding stakeholder pensions, so the last thing Royal & Sun Alliance wants is to add to it with advertising that takes a week to interpret.”