MCCANN MANCHESTER LAUNCHES FIRST INTEGRATED CAMPAIGN FOR KEY

McCann Manchester has launched its first campaign for Key after it won the business in February 2018. This move is part of a wider refresh project for parent company – Key Retirement Group – a driving force in the equity release market. The refresh re-defines the new brand as it works to position itself to capitalize on the changing and rapidly growing over-50s market. The multichannel campaign carries the tagline, “Good Advice is Key” and will run across TV, radio, press, social media, online and digital display.

Commenting on the rebrand, Chris Bibby, Chief Marketing Officer at Key Retirement Group, said, “As a business we have ambitious expansion plans in a fast growing market. The McCann team showed a real passion for our business combined with a strong understanding of our audience and real breakthrough creative thinking. Retirement is no longer what it once was and we are delighted to kick off an advertising campaign which not only highlights our core values but uses a different approach to ensure that this message reaches our target audience.”

Richard Aldiss, Managing Director at McCann Manchester, said, “This is a really exciting time to be getting involved in a sector like this. Demand is growing, perceptions are changing and lifestyles are shifting. It very much feels like the right product for the right time and we are delighted to be working with Key to help them on the next stage of their business journey. Our campaign is an entertaining way of delivering a serious message – you can trust Key to give you the right advice.”

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