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Cheethambell JWT Coi Elmwood

Elmwood picks up money guidance service

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By The Drum Team, Editorial

September 5, 2008 | 1 min read

Elmwood appointed to create brand identity for new money guidance service by COI as Cheethambell JWT set to pitch for marketing account.

The Money Guidance Pathfinder service will offer free, impartial information and guidance on money matters, a scheme which will be piloted in the north east and north west of England.

Meanwhile, Cheethambell JWT will pitch against WCRS and VCCP for the above the line advertising work, incorporating TV, radio and press.

Campaign objectives will include “overcoming the target audiences' potential cynicism by explaining the key benefits of the service” and “helping them to overcome any psychological barriers that prevent them from engaging with money matters.”

Fanny Sigler, COI Publications head of creative services, commented; “This service will have a significant impact on the lives of many UK citizens, so we are delighted that HMT and the FSA have given us the opportunity to help develop the branding.”

Cheethambell JWT Coi Elmwood

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