COI poised to award ISA launch to Rainey

Rainey Kelly Campbell Roalfe is understood to be the front runner in a pitch to launch the new individual savings accounts (ISAs) on April 6.

The official line from the COI is that a final decision has not yet been made, but sources say Rainey Kelly’s is the only work to have gone into research.

Ammirati Puris Lintas and EURO RSCG Wnek Gosper were the other two agencies shortlisted for the account.

The Government is launching ISAs to replace Tessas and Peps. ISAs will target a broader segment of the population, specifically people on lower incomes. Half of Britain’s population has less than 200 savings, and a quarter has no savings at all.

Rainey Kelly recently created a 5m campaign for Virgin Direct, which was designed to unravel the mysteries of ISAs for the general public and reinforce the phasing out of Peps and Tessas.

A host of similar campaigns are expected from financial services providers after April.

News Analysis, page 21

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here