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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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