The Pensions and Lifetime Savings Association’s (PLSA) Investment Conference is a key event in the pensions industry calendar, bringing together professionals from across the sector to discuss the latest investment trends, policy shifts, and market challenges.
With over 900 delegates attending from March 11 until March 13, the conference provided an opportunity for brands to engage with pension professionals and decision-makers. The exhibitor hall was fully booked, with sold-out sponsorships and firms competing for attention in a crowded space.
While classic giveaways like branded pens and tote bags remained a staple, many companies took a more creative approach to draw delegates to their stands, focused on standing out and making meaningful connections in an increasingly crowded marketplace.
Pimco embraced its history of being founded in 1971 with an all-encompassing ’70s theme, creating one of the most eye-catching stands at the event. A vintage campervan served as the centrepiece, offering ginger health shots during the day before switching to cocktails synonymous with the decade, like Harvey Wallbangers, by night. Adding to the nostalgia, the firm put together a hamper filled with retro treats like Angel Delight, challenging delegates to guess how much the selection would have cost in the 1970s compared to today.
Russell Investments took a fun and interactive approach with an AI-powered photo booth, allowing delegates to take a picture and see themselves transformed into various themes—whether as a cowboy in a Western setting, an action figure or a boxer. The investment manager wanted something different from the usual conference giveaways, opting for an experience that would stand out while keeping engagement high.
While Russell Investments has previously drawn crowds with larger interactive setups, such as F1 car simulators, this option was more space-efficient and encouraged natural conversations as attendees waited for their photos to be processed. It also provided a valuable follow-up opportunity, as delegates had to enter their email and pension scheme details to receive their AI-generated images, which offered an opportunity to continue engagement beyond the event.
Russell Investments wasn’t the only firm using interactive technology to foster engagement and future conversations. Van Lanschot Kempen included a quick reaction timer, designed to tap into the competitive spirit of delegates and draw them in for friendly rivalry. Attendees entered their details to appear on the leaderboard, creating a natural data capture opportunity for follow-ups.
This year’s setup marked a shift from last year’s approach, where the stand featured a sofa-filled space. Instead, Van Lanschot Kempen opted for a more open and dynamic layout.
As with many conferences, plush toys were a popular giveaway, but some firms took a more creative approach to tie them into their branding. EY’s stand featured an oversized giraffe plush alongside smaller versions handed out to delegates. The theme wasn’t just for show, EY’s banners displayed a giraffe with its head above the clouds, accompanied by the tagline: “Head in the clouds? Or real-world strategy?” to reinforce its messaging in a playful yet strategic way.
Meanwhile, Caceis grabbed attention with a six-foot-tall red frog, inviting delegates to take a photo with it. To boost engagement, the firm ran a LinkedIn competition, encouraging attendees to share their most interesting photo while tagging both Caceis and the PLSA, with a prize for the best entry. Adding a further touch of brand personality, Caceis leaned into its French heritage by offering packaged macarons to visitors at its stand.
Mobius added a fun twist to its stand with a ‘Build Your Portfolio’ pick ‘n’ mix, using sweets to represent different asset classes. Property was symbolised by fudge and infrastructure by sugar cubes for their blocky shapes while Love Hearts stood for ESG, and Mini Eggs were used to represent private credit—turning investment themes into a playful and memorable experience.