Naked wins Treasury-backed financial advice brief

Naked has won the launch media planning business for the Money Guidance Pathfinder service, the Treasury and Financial Services Authority advice shop. The service will launch initially in pilot regions covering the north east and north west of England.

The agency won the business following a three-way pitch overseen by COI. Naked will develop a communications strategy for the service, which aims to provide a one-stop advice shop covering money and personal finances.

COI is also reviewing the advertising business and has invited WCRS, Cheetham Bell/JWT and Vallance Carruthers Coleman Priest to pitch (MW July 31). The launch advertising campaign is expected to incorporate TV, radio and press.

Meanwhile, Elmwood has been appointed to create a brand identity for the service following a four-way pitch against undisclosed brands.

The FSA and the Treasury unveiled a package of measures to inform and educate people about their finances in July. The Financial Capability Action Plan includes expanding the FSA’s consumer website Moneymadeclear, which will be backed by a significant marketing campaign after the summer.

The pilot money guidance service will provide people with information and guidance on budgeting, saving and borrowing, protection and insurance, retirement planning, taxes and “jargon-busting”. The marketing campaign aims to overcome the target audiences’ potential cynicism over the scheme and encourage them to engage with money matters.

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