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Can furry monster 'Workie' do for pensions what the meerkats did for price comparison?

In an effort to ride the brand mascot wave, the Department for Work and Pensions has unveiled 'Workie', said to be a "physical embodiment of the workplace pension", as part of an £8m marketing campaign. It's not a bad idea, says Alistair Ross, creative partner, The Gate London, but why is he mute?