The service will offer free, impartial information and guidance on money matters, initially in pilot regions covering the North East and North West of England. It will be delivered through phone, web and face-to-face communication channels.
The above-the-line advertising work includes TV, radio and press.
Following a four-way pitch, Elmwood has been tasked with creating brand identity for the service, which will be used across marketing in the two regions. Naked has been appointed to develop a communications strategy for the campaign after a three-way pitch.
The COI is handling the pitch process.
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