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When George Osborne announced changes to the pensions market in his 2014 Budget, shares in annuity firms halved in value. This campaign reinforced the fact that annuities remain the only way to secure a guaranteed income for life. Advisers and even competitors loved it. This from one of Partnership’s main rivals (a UK insurance giant): “Even though we’re competitors, we want to say it is a great promotion… a classic.” And judges also agreed: a Gold for Best Adviser Engagement Campaign 2015 at the Money Marketing Awards 2015 and a Silver at the Midas Awards.