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McCann Manchester's Campaign for Key Retirement Group Repositions The Brand

The multi-channel rebrand campaign carries the strapline ‘Good advice is Key’ and aims to reach the UK's rapidly growing over-50s market

McCann Manchester's Campaign for Key Retirement Group Repositions The Brand

McCann Manchester has launched its first campaign for Key after it won the business in February 2018 following a four-way competitive pitch, which saw McCann Manchester assume duties across integrated strategy and creative.

This move is part of a wider refresh project for parent company – Key Retirement Group –a driving force in the equity release market which saw people release more than £3billion worth of housing equity in 2017.

In conjunction with media specialists (Carat UK), brand consultancy (Start Design) and advertising agency (McCann Manchester), Key’s in-house team has re-defined the new brand as it works to position itself to capitalise on the changing and rapidly growing over-50s market.
The multi-channel campaign carries the strapline ‘Good advice is Key’ and will run across TV, radio, press, social media, online and digital display. The TV ad - which harnesses the power of song - will be aired across channels including Sky, Channel 4 and ITV from 24 July.

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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Advertiser: Key

Chief Marketing Officer: Chris Bibby

Head of Creative: Tony Durston

Global Brand Director: Chris Bibby

Creative Agency

Creative Agency: McCann Manchester

Media Planner: Carat UK

Senior Art Director: Ben Kaberry

Agency Producer: Sarah Bradbury

Head of Planning: David Donaghue

Managing Director: Richard Aldiss

Senior Account Director: Carly Scott

Production Company

Production Company: MerMan