Legal & General, the FTSE 100 financial services company, has reinforced its ambition to become the country’s number one retirement brand with step change agency appointments by its Retail Retirement division. Havas Media has been confirmed as its new media agency, Lansons as the retained PR and communications consultancy and BBD Perfect Storm as its creative agency.

The appointments, focusing on its Retail Retirement business, follows a competitive pitch and tender process handled by Ebiquity.

Legal & General Retail Retirement has ambitious growth plans to become the UK’s retirement brand of choice for consumers and advisers. The new partnerships are part of a drive to build brand awareness, grow its customer base and help the UK enjoy longer, healthier, happier retirements.

All agencies demonstrated a clear understanding of the challenges facing the business and showcased how they could partner with Legal & General to help it realise its strategic ambition, and help more people have the colourful retirement they deserve.

"While the notion of retirement has radically changed in our society, the broader financial services industry delivered little to recognise this. Legal & General has an incredible and purposeful vision to reinvigorate the later life category. We are excited to work with them to deliver the strategy and communications that reflect a more colourful retirement." Jason Foo, CEO, BBD Perfect Storm.