Regulator the Financial Services Authority (FSA) has appointed
Ludgate to handle a campaign to encourage members of the public who have
been mis-sold pensions to claim compensation.
Ludgate’s public affairs division will handle the media relations and
public affairs campaign. The agency pitched against two others for the
business which involves a PR programme to support a questionnaire
mailing in the New Year to 1.8 million million people who may have been
mis-sold pensions.
The total budget for the mailing, PR and advertising is pounds 10
million.
Ludgate’s role is to provide media relations support, generating
coverage of the FSA’s efforts in mainstream press and lifestyle titles
so that pension holders will expect the mailing and be aware of the
issues that surround it.
Among the companies who are paying for the campaign are the main high
street banks, the Prudential, and Commercial Union.
The agency will also help the pensions industry prepare and handle
relations with parliament and bodies such as the Citizen’s Advice
Bureau. It will report to the FSA’s director of communications and
corporate affairs Philip Robinson and head of media relations Judy
Delaforce.
Leader, p9.
