Talking pension engagement and more with Nick Laws of Nest & The Centre for Inclusive Money

This week, Paul and Amelia sit down for a chat with Nick Laws, the senior creative leader behind work with Nest Pensions and the recently rebranded Centre for Inclusive Money (formerly Nest Insight). Nick chats about the tricky task of engaging consumers with their pensions. We touch upon his work alongside Aardman (of Wallace & Gromit fame) on building a national ad campaign. We also discuss the role of influencers in financial campaigns; including the Everyday Investor campaign featuring a former winner of The Great British Bake Off who baked using products that benefited from Nest pension pot investment. It's a fascinating discussion covering one of the most lively parts of the world of financial services. Chapters 00:00 Introduction to Nick Laws and his role at Inclusive Money02:28 The challenge of engaging consumers with pensions04:17 Complexities of pension types and communication hurdles06:32 Creative restrictions in financial promotion09:28 Working with Aardman on the Nest brand awareness15:37 Auto-enrollment and consumer inertia in pensions21:43 The Everyday Investor campaign and innovative engagement30:24 Impact of generative AI on creative work37:54 Working on a mission-led brand and its unique aspects39:36 The importance of purpose and authenticity in branding40:59 Jargon busting: Understanding the black swan event