Aegon – Retirement readiness campaign

Brief

H/Advisors Cicero leads Aegon’s thought leadership programme, highlighting the theme of sustainability of global retirement systems and the need for pension reforms. More latterly, the campaign has focused on the need to create a new social contract which reflects twenty-first century working patterns. 

Strategy and execution

H/Advisors Cicero conducts an annual survey of 16,000 respondents in 15 countries across Europe, APAC and North and South America. To date we have surveyed 150,000 workers globally. Combined with in-depth desk research we devised a strategic campaign message around pensions and sustainability to help drive Aegon engagement via thought leadership, public policy and media activities. Activity includes: 

  • Copywriting and production of a flagship global report containing global findings 
  • Built a global “Retirement Readiness Index” covering all 15 markets 
  • Producing country specific and thematic reports. To date, thematic reports have covered women, Millennials, the self-employed, manual workers, and the LGBT community 
  • Developing a series of infographics to be used across web and social channels. 
  • Creating key campaign messaging for use in media, brand and marketing channels 

Result

We have produced over 100 published client reports since 2012 developing the central theme of a new social contract and healthy aging, including our latest report. The campaign generates over 2,000 pieces of media coverage annually.  Aegon showcases the research findings at the annual OECD’s Forum in Paris and has also used the findings to support the development of EU legislation on occupational health and retirement benefits via the European Commission and European Parliament. 

We have developed a major initiative in Brazil on creating the concept of the ‘age-friendly city’ which focusses on the role of municipal leaders in shaping local housing, transport and built environments to improve the social inclusion of elderly people. To date, over 500 cities in Brazil have signed up.  We have also created initiatives with universities in China, the Netherlands and the US. 

Get in touch

Andy Roberts

Head of Research

Contact