The Inland Revenue has revealed the logo for its Child Trust Fund, popularly known as baby bonds, the flagship Labour policy that will be launched next year.
This week, Barclays announced a tie-up with Family Investments (formerly Family Associates) to sell Child Trust Funds through its branches. Last week, Family Assurance revealed it was rebranding and was introducing a marketing communications strategy based around the Mr Men characters (MW last week).
M&C Saatchi and its below-the-line sister agency LIDA were appointed to the £5m baby bonds account last month by outgoing Inland Revenue marketing director Ian Schoolar (MW September 30). The logo was created by LIDA.
The Government will write to all parents next month explaining the scheme, and in the new year an advertising campaign created by M&C Saatchi will launch. A guide created by LIDA will be sent to households giving advice and listing the brands offering the new savings vehicle.
The timing of the baby bonds launch has caused controversy because of its proximity to the general election.