The first End of Career Guidance Counsellor
The first End of Career Guidance Counsellor

Career Guidance Counsellors are employed by schools to help students carve out their career path. But what happens when you get to the end of that path? It’s an anxious time and there is nobody there to help you figure out your next move, to tell you how should spend the additional 2,000 hours you’ll have each year once you stop working.

That’s why Standard Life are creating a new role: The End of Career Guidance Counsellor. And who have they chosen to fill the position? Naturally, the country’s top Guidance Guru, Brian Mooney.

This is a first in the category from Standard Life, in partnership with Publicis Dublin.

“We challenged Publicis to deepen our connection with customers as retirement specialists," said Sharon Smyth, Head of Marketing, Standard Life. "They came back with something special. To be leaders in this space requires pushing our proposition beyond products to develop services and supports that will help people This is a real position that we’ve created to address a worrying trend that retirement has become a source of stress and anxiety for an increasing amount of Irish adults. I’m thrilled to welcome Brian to the Standard Life team.”

Ronan Nulty, ECD at Publicis Dublin added, “The idea of creating an inversion of a Guidance Counsellor for the other end of your working life was a moment of pure inspiration from the creative team, Peter and Lucas. Sharon Smyth and the team in Standard Life are true believers in solving the very real problem of retirement anxiety. They convinced their business to create a new position and service in the company. You could label this project something fancy like ‘CX innovation/Content Marketing hybrid’, but essentially it’s about solving a real problem for real customers and the brand growth that will come from that.”