The Financial Services Authority and the Treasury have appointed CheethamBell JWT to handle a £12m campaign to support the launch of the Money Guidance Pathfinder in the North-east and North-west of England.
The agency won the business after a three way pitch against WCRS and Vallance Carruthers Coleman Priest. The pitch, which was handled by COI, was called earlier in the summer (MW, July 31).
The new service aims to offer consumers a one-stop advice shop covering money and personal finance. The target audience is vulnerable groups that would benefit most from an impartial money guidance service.
It will cover a range of topics including budgeting, saving and borrowing, tax and benefits. The campaign run across online marketing, with an additional telephone helpline and face-to-face communications also being handle by CheethamBell.
The work will break in spring 2009, with communications planning by Naked. It has also been working with design agency Elmwood, which has created its brand identity.