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By Stephen Lepitak, -

September 16, 2013 | 2 min read

The Payments Council, working alongside 33 bank and building societies, is to release a multimillion pound advertising campaign to promote the new Current Account Switch Service.

The campaign, created by Engine’s digital direct agency Partners Andrews Aldridge, with PR from MHP and media planning and buying through the7stars, will aim to drive awareness of the service to the public.

The service has been developed to simplify the process of switching from a current account to one more suitable for consumers, charities and SMEs.

Adrian Kamellard, chief executive of the Payments Council, said that the launch of the service would mark “the beginning of a new era” for competition and consumer choice within the current account market.

“Over the past two years multiple financial institutions have come together to design and implement this new, free and standardised service which will raise the bar internationally for retail banking,” continued Kamellard.

“Raising awareness of the Current Account Switch Service is a key objective for the industry and it was crucial that the advertising campaign demonstrated the key benefits of the new service over the old. The new service removes the barriers to switching that used to exist and the ‘Simpler World’ depicted in the advertising campaign aims to show just that.”

Mark Davison, partner at Engine, explained that the campaign would aim to drive awareness by being “fun” and “eye catching”.

He added: “The potential that this service offers is huge and we believe that our characters, communications strategy and ‘Simpler World’ proposition underlines just how beneficial this scheme can be to the public.”

Production of the campaign was by Not to Scale, with post production by Rushes.

The Payments Council

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Partners Andrews Aldridge

Global customer engagement agency based in London. We make end-to-end experiences that bring brands and people together.

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