While the summertime is typically considered a quieter period, it hasn’t been the case for our busy PR team who have been powering through the warm days and launching some fantastic work across a number of our clients. 

One of those campaigns has been Scottish Widows' landmark [Retirement Report](https://www.scottishwidows.co.uk/about-us/media-centre/reports/retirement-report.html), which is now in its 20th year. Examining how people think and feel about the future while charting the nation's preparedness for retirement year-on-year. This year, the findings show an alarming number of people aren’t on track for the retirement lifestyle they would like, people are having to work longer to save the money they need later on, and the heavy reliance on the state pension will continue for the foreseeable future. 

Working closely with the team at Scottish Widows and other agency partners, we launched the report at the end of July. Armed with the landmark findings, exclusive data, case studies, expert spokespeople and the support of sporting legend Paula Radcliffe as third-party spokesperson, the findings landed with a bang across broadcast, national, consumer and trade media. Coverage spanned from BBC You & Yours to The Times, The Telegraph and FT with over 100 pieces achieved to date, and more still to come. 

We love working on campaigns like this for a number of reasons. 

Firstly, engaging with a third party spokesperson, like Paula Radcliffe, added a different perspective on the findings. Paula was able to share her own experience of what it was like to retire from her ‘job’ at an early age, and the emotions she encountered. While this isn’t possible with every campaign, adding a third party spokesperson and well-known voice can really amplify the findings into a different space, to a different audience. And for us, the interviews coincided with the day that Andy Murray announced his retirement from tennis after the Olympics - a nice extra news hook. 

Secondly, Scottish Widows is forging a path in the financial services industry and spotlighting the experiences of marginalised communities. The team understands that we don’t all have the same experience and if we are to improve retirement outcomes across the entire population, we need to understand diverse experiences from those living with disabilities, minority groups and the LGBTQ community. And importantly, equip everyone with the tools, conversation starters and small actions they can take to make a positive change to their financial futures. 

Thirdly, with the formation of a new government we’ve been able to work closely with the public affairs team to call for changes needed to get more people in the UK on track for retirement. From lowering auto-enrolment age, widening the scope to bring in self-employed workers, and increasing contribution rates, these calls, if implemented, would have a really significant impact on people’s retirement outcomes - especially for the next generation of retirees. 

We’re incredibly passionate as an agency about transforming the world of finance for the better and these values align closely with Scottish Widows ambitions. And, with Pension Engagement Season around the corner, this certainly won’t be the last you hear from us! 

The warmer summer weather hasn’t seen our PR team down tools. Instead they’ve been busy launching fantastic work across a number of our clients including the Scottish Widows Retirement Report which is now in its 20th year! Read more here:

Marking 20 years of retirement insights with Scottish Widows

Last Monday, the Securities and Exchange Commission (SEC) approved the first ethereum exchange traded funds (ETFs), marking another large win for cryptocurrency enthusiasts following the debut of bitcoin ETFs which were approved by the agency back in January. The mere sound of the word ‘crypto’ still frightens and confuses many investors, instantly conjuring up tales of scams, ponzi schemes, legal battles and get rich quick adverts. Indeed to this day, the majority of mainstream coverage of digital assets typically is focused on the above, in crypto-land,  you are either a hero or a zero, all this despite the fact that the asset class has been popular for quite some time. 

Despite the media coverage and fears associated with it, many of which are well-intentioned, digital assets continue to grow in prominence and popularity. This is illustrated by a recent study of global institutional investors which found that 60% were familiar with the asset class, 51% were invested in it, with one in seven admitting they are likely to increase their allocation towards it in the next two to three years. This demonstrates the tide and attitude towards digital finance is definitely shifting.

The big question for those in the industry who are trying to bridge this gap is how exactly do they do it? Enter the California Roll (stay with me here). Before I explain just how digital assets are like raw fish, I must admit this idea came from the mind of our Strategy Director Dan Perry, who stumbled upon it by reading work by behavioural psychologist Nir Eyal so all credit to both of them for this. 

In the 1970s, Japanese restaurant owners in the states were struggling to entice diners into their restaurants. Raw fish was not part of the established American diet and the cuisine was just altogether alien. But by swapping the unfamiliar raw fish, tofu and seaweed for more familiar ingredients like avocado and crab they provided a gateway to sushi in the form of the California Roll. Making the unfamiliar familiar, and therefore more palatable.

The blending of the familiar with the unfamiliar is a proven method for encouraging the widespread adoption of new products, the key issue at hand here. This therefore, can be applied to the world of finance, in the form of unfamiliar assets in familiar wrappers e.g. Bitcoin ETF or familiar assets in unfamiliar wrappers e.g. Tokenised gold.
The initiative therefore lies with those established traditional finance businesses that are able to market their digital asset capabilities as an evolution of those products we all know and love rather than a revolution. This should encourage wider spread adoption and, in time, more positive media coverage and better public opinion.  

## Sources:

[Fidelity Digital Assets Research: Institutional Investor survey](https://www.fidelitydigitalassets.com/sites/g/files/djuvja3256/files/acquiadam/June%202024%20Institutional%20Investors%20Digital%20Asset%20Survey%20-%20Key%20Findings%20%2805.29%29.pdf) - Survey of institutional investors by Fidelity
[https://www.nirandfar.com/california-role-rule/](https://www.nirandfar.com/california-role-rule/) - Original California Roll story by Nir Eyal 
[https://www.ft.com/content/f36d7eeb-03d6-4dab-909a-d5d4524a4edb](https://www.ft.com/content/f36d7eeb-03d6-4dab-909a-d5d4524a4edb) - FT article on the approval of Ethereum ETFs


What could Digital Assets and Sushi have in common? Perhaps more than you think. PR Senior Account Executive Luke Hall takes a look at how the success of the California Roll might just be the model for bridging the gap on digital assets.

Why Digital Assets are like Sushi

It was a beautiful game last night. Fresh off the win and ahead of England’s preparations for the Euro’s final (yes, that’s right!), we’ve been thinking about what we can learn from Southgate’s approach to bringing a team together. A team that’s formed from a range of backgrounds and experiences, think Walker vs. Bellingham, but presents a unified approach and achieves results. And while there have been some questions around the tactics, England played a blinder last night and have shown they’ve got what it takes in the big moments.

In the world of business, where it isn’t always as clear cut as the ball hitting the back of the net, there are some lessons we can learn from the England team’s success. 

Teamspirit’s very own Pirlo, known for his creativity and vision, Adam Smith has shared thoughts on what we can all learn about teamwork and collaboration from the men's football team. 

1. __You don't always have to play Bellingham and Foden together.__

The strongest teams realise that they don't always need the best people in the room all the time, they need the best mix of people in the room. Though you could argue this after last night’s performance!

2. __Every team needs some streetballers like Cole Palmer.__

Character, grit and drive goes far further than skillset.  Hire character, train skill. Note, this isn't the best best analogy because Cole Palmer has grit and endless talent.

3. __Wear Southgate blinkers to block out the noise.__

The best teams have a clear and shared goal. They don't get sidetracked by distractions like what their competitors are doing or what the media is saying - eyes on the prize.

4. __It's OK to be more Ivan Toney.__

Trust is the most important attribute of a strong team. If your team trusts and works fluidly together, it means one team member can afford to take their eyes off the ball momentarily, because the rest of the team has your back.

5. __Leaders need to don the Southgate Shield.  __

It is the job of a leader to step up and take the flack when things get sticky. When a team knows their leader will walk into the battle for them, they'll reciprocate that attitude ten-fold.

Teamspirit’s very own Pirlo, known for his creativity and vision, Adam Smith has shared thoughts on what we can all learn about teamwork and collaboration after England's win in Dortmund last night. 

You don’t always have to play Foden and Bellingham together

In July 2023, the doors to Teamspirit Inc in New York were officially flung open. It was a momentous occasion for all of us, but none more so than Sophie Klein. After working her socks off at Teamspirit for seven years, there came an opportunity she couldn’t refuse, and Sophie jetted off to become Business Director of our newly formed US office.

Waving her off with tears in our eyes, it was soon clear she was made for the role and settled into her new life in the city. Over the last 12 months, while there have been celebrations and challenges, Sophie has taken it all in her stride. And now she’s here to tell us about her experience and what she’s excited for in the future. Whatever it is, we’ve no doubt she’ll do a fabulous job and we’re thrilled to have someone so passionate and driven at the helm. Take it away, Sophie

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And if you’d like to hear more from the Teamspiriters, check out some of [our previous episodes](https://www.teamspirit.co.uk/insights/the-teamspiriters).

It’s been a whole year since Teamspirit Inc opened in the big apple, and Sophie is here to
 tell us all about her experience moving stateside.

New York, New Opportunities

Critical illness is not traditionally the easiest category to gain positive awareness for in consumer media.

But our work for AIG Life was recently recognized for doing just this, winning gold in the PR and Brand Storytelling category at the Marketing Week Masters awards.

Beating shortlisted entries from Lego, Vodafone, Greenpeace and the Roald Dahl Foundation, our winning campaign told the story of Max, a toddler who was
diagnosed at birth as being profoundly deaf. Protected by AIG Life, Max’s parents received a no quibble pay out for their claim, allowing them to give Max the care and quality of life he – and his family - needed.

An innovative content and PR strategy led to interviews on ITV’s Lorraine, BBC and ITV news, sending the story viral.  Well over 200,000 views were achieved across YouTube, national media, Facebook and Twitter. Cover magazine described the activity as ‘a communications vision for the industry’.

Critical illness is not traditionally the easiest category to gain positive awareness for in consumer media. But our work for AIG Life was recently recognized for doing just this...

‘Max’s Story’ wins Marketing Week Masters

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Wed 10 Jul 2024

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Wed 3 Jul 2024

New York, New Opportunities