Fund management marketers can start planning their campaigns to promote their stakeholder products in detail now the UK Government has revealed its own stakeholder adverts.

The Government's aim is simply to promote the idea of stakeholder pensions in general. Companies have to tailor their campaigns to push themselves forward. This could be fun, since the Government has taken the imaginative step of using sheepdogs as the adverts'principal characters (see above). Expect to see many references to sheep, shepherds and wolves.