City regulator the Financial Conduct Authority has appointed M&C Saatchi London as lead creative shop, marking a return of the agency which worked for the organisation between 2015 and 2019, and devised the “Terminator” PPI mis-selling campaign.
The account, which was the subject of a competitive pitch process, will see M&C collaborate with the FCA on the development and delivery of its flagship integrated consumer protection campaigns, ScamSmart and InvestSmart, with responsibility for strategy, creative development, production, PR and partnership marketing.
The activity will focus on helping at-risk loan and investment consumers to steer clear of fraudsters, making them less likely to fall victim to scams.
The business was most recently held by House337.
FCA director of communication Helen Bower-Easton said: “We are excited to be working with M&C Saatchi as we use communication to help protect consumers. We were impressed with the agency’s ideas to reach more people and to encourage them to take well informed decisions about their financial lives, whether that be avoiding scams or making their money work harder.”
M&C client partner Angus Maclay added: “Following the huge success of our ‘Arnie’ campaign back in 2019, we’re delighted to have the opportunity to partner with the FCA again.
“Along with the work we’re doing with the National Cyber Security Centre and UK Finance, this important engagement enables us to help protect consumers and their money at a time when it matters more than ever.”
The FCA is the latest in a raft of new business wins for M&C Saatchi London, which has also picked up new accounts from Dreams, Diageo, UK Finance, Science in Sport and National Grid in the last year.
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