McCann Manchester finds the right Key for launch campaign

David Prior's picture
by David Prior

McCann Manchester has unveiled its first campaign for equity release brand Key.

The Manchester agency picked up the integrated strategy and creative brief after winning a four-way picth in February.

The campaign is part of a wider refresh project for parent company Key Retirement Group.

In conjunction with media specialists Carat UK, brand consultancy Start Design and 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 multichannel campaign carries the strapline ‘Good advice is Key’ and will run across TV, radio, press, social media, online and digital display. The TV ad will be aired across channels including Sky, Channel 4 and ITV from July 24th.

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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.”

Richard Aldiss, managing director at McCann Manchester, added: “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."