CCHM has been appointed by Family Assurance to create an advertising campaign ahead of the introduction of Child Trust Funds next year.
The appointment follows a three-way pitch. Family Assurance plans to be one of the primary providers of the new product, along with Halifax and The Children’s Mutual. Many large financial companies have decided not to create their own Child Trust Funds, but offer them in association with specialist providers.
As a result of the flagship Labour policy to be introduced early next year, every child born since 2002 will be given &£250. Children from low-income families will receive &£500. Parents will receive a token they will have to take to a provider of Child Trust Funds, and will be allowed to make additional payments into the fund.
Halifax has stated its intention to be the biggest player in Child Trust Funds and its advertising agency, Delaney Lund Knox Warren, will create a television campaign for early next year.
This week The Children’s Mutual appointed Crazy Horse to handle its Child Trust Fund advertising. It rebranded last year from Tunbridge Wells Equitable Friendly Society in anticipation of the funds and has trademarked “Baby Bond”, the name by which the trust funds are generically known.