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The company specialises in the large-scale recycling of gold, silver and platinum and aims to introduce the concept of retailers sending items directly to the refiner, eliminating the middleman.

The launch campaign, valued at about £250,000, features a 90-second TV ad, accompanied by online activity.

Andy Sloan, chief executive of ARM, said that with conventional credit becoming more difficult to obtain, and with precious metals trading at historically high prices, "Money4Gold are filling a timely gap in the market".

All Response Media was formed in 1995 and is part of the Havas Advertising Group. The agency specialises in DRTV (direct response TV) and last year handled more than £70m worth of billings.