March 2025, London: Independent media agency The Kite Factory has been appointed by workplace pension provider NatWest Cushon to drive awareness and reinforce trust in NatWest Cushon as a credible workplace pensions platform amongst SME decision-makers.
Cushon, recently acquired by NatWest Bank Group, aims to disrupt the pensions market by offering a modern, sustainable, and digitally led solution. Despite its established presence, the brand remains relatively unknown in the sector.
The Kite Factory will support its growth through audience segmentation, market analysis, campaign strategy, and full-funnel media planning and buying across key channels, including OOH, social, digital, and AV.
The campaign will focus on highlighting Cushon’s core message: ‘Switch to A Workplace Pension From NatWest Cushon. Tomorrow Begins Today’, reinforcing its reliability and innovation in workplace pensions.
Anthony Abou-Zeid, Managing Partner at The Kite Factory, commented: “Cushon is on a mission to transform the workplace pensions landscape, and we’re thrilled to be part of that journey. Our expertise in financial services coupled with a challenger mindset to fuel Cushon’s mission means we are well placed to reach the right decision-makers with a compelling message that drives engagement and lead flow.”
Marina Cheal, Chief Marketing Officer at Cushon, added: “The Kite Factory impressed us with their strategic approach, market expertise, and passion for our mission. As we continue our growth under NatWest’s leadership, their support will be invaluable in helping us build trust and awareness among SME decision-makers.”
The new campaign is set to launch in March 2025, further strengthening The Kite Factory’s position as a leading agency in financial services marketing.
The appointment follows a competitive pitch against Initiative and VaynerMedia.