Following a three way pitch, the Financial Services Authority (FSA) and HM Treasury (HMT) have announced the appointment of Cheetham Bell JWT to handle the above the line activity for their money guidance pathfinder campaign in the North East and North We

The pitch process saw CBJWT beat out London agencies WCRS and VCCP and post pitch creative research.  

The process was managed by the Central Office of Information (COI).

Aimed at a target audience of vulnerable groups, the campaign which launched next Spring, will look to raise awareness and generate response to its new service which aims to equip consumers with better information in making decisions about their personal finances.

The target audience is vulnerable groups that would benefit most from an impartial money guidance service.

Communications planning is being handled by Naked.