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.’