Analysis: Is Aegon's campaign reaching its target?

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...