Mustoes wins pounds 5m UK launch of Money Store home lender

Mustoe Merriman Herring Levy has won the pounds 5 million task of launching the Money Store, a US home equity lender which will open its doors in the UK in the summer. Optimedia has picked up the media planning and buying task, beating three unnamed agencies.

Mustoe Merriman Herring Levy has won the pounds 5 million task of

launching the Money Store, a US home equity lender which will open its

doors in the UK in the summer. Optimedia has picked up the media

planning and buying task, beating three unnamed agencies.



Lowe Howard-Spink, Duckworth Finn Grubb Waters and TBWA Simons Palmer

were all approached about the creative work, which aims to roll out in

July. A below-the-line agency will be appointed in due course, with a

separately allocated budget.



In the US market, the Money Store services around dollars 16 billion of

loans and spends more than dollars 100 million on advertising. Its aim

is to dominate the credit-impaired mortgage market in the UK, providing

loans for the one-in-four people who cannot obtain mortgages from

conventional lenders.



The focus of the work has yet to be announced but it will be heavily

weighted towards television.



Gavin Brady, the managing director of the Money Store, said: ’Mustoes

has been briefed to provide us with a national brand identity with a

view to becoming the leader in the UK specialist mortgage market.’



’This is our biggest win yet,’ Nick Mustoe, the chief executive of

Mustoes, said. ’The Money Store’s success in the US has been in using

TV, and that’s the model over here,’ he added.