Government in hunt for shop to promote ISA savings scheme

The Inland Revenue is talking to agencies about a large-scale campaign for the Government’s Individual Savings Accounts (ISAs), which launch on 6 April.

The Inland Revenue is talking to agencies about a large-scale

campaign for the Government’s Individual Savings Accounts (ISAs), which

launch on 6 April.



The head of publicity at the Inland Revenue, Kelly Freeman, will be

leading the search for an agency. A spokeswoman said Freeman is inviting

four agencies to pitch for the business, although she was unable to

confirm which ones.



The Government is launching ISAs to replace TESSAs and PEPs, but they

will target a broader segment of the population - people on lower

incomes will be encouraged to save. The advertising is likely to reflect

this more mass-market approach.



Several financial services providers are expected to unveil their own

campaigns in support of ISAs. The Woolwich launched an ISA drive at the

end of last year through Publicis Financial, and M&G is seeking a

below-the-line agency to support its ISA package.



A Treasury spokeswoman said: ’This is a generic advertising campaign to

educate people in saving. The motive is to spread the savings habit.



Half of Britain’s population has less than pounds 200 savings and half

of those have no savings at all.’



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