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