Elmwood, which was appointed following a four-way pitch, will be tasked with creating the brand identity for the service, entitled the Money Guidance Pathfinder.
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.
Naked was appointed to develop the communications strategy following a three-way pitch.
The media agency has identified advertising, PR, partnership marketing, direct marketing and digital as the appropriate channels.
Its proposed activity will take place in four stages -- awareness, education, driving a response and maintaining momentum.
Creative agencies WCRS, Cheetham Bell JWT and VCCP have now been invited to pitch for the above-the-line advertising work, which will incorporate TV, radio and press elements.
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