Start-up body unveils new push

start up body unveils new pushThe government-funded Start Up Loans Company is aiming to spark a new wave of start-up businesses across Britain, with a new marketing campaign dubbed “You’re the Boss”.
Devised by AIS London, Havas Media and Re:Purpose agencies of Havas Media Village, the initiative is designed to give people the confidence to go it alone; The Start Up Loans Company has already backed over 20,400 businesses through local activity and community outreach since 2012.
Led by Lord Young, ex-Dragon James Caan and Tim Sawyer, the organisation offers what it claims is a unique package of advice, mentoring and government backed loans to support people wanting to start a business.
Extensive insight work led by Re:Purpose, found that people from many walks of life are thinking of starting a business, but are unsure where to begin and information available to them is confusing or does not really meet their needs.
‘You’re the Boss’ aims to help make The Start Up Loans Company the first port of call for those who want life on their own terms. This core messaging runs closely with the brand line ‘Your business, your way’, inspiring potential entrepreneurs to act.
The creative, devised by AIS, brings to life key motivations people may have for starting a business using simple, hand-drawn pictures on note paper that humanise how The Start Up Loans Company could enable you to make your ideal life choice a reality. From attending your child’s birthday, to working in your birthday suit, the campaign echoes a meaningful message – the belief that work and life can work in harmony.
Yasmina Siadatan, creative director at The Start Up Loans Company, said: “Starting a business doesn’t need to be a daunting experience, and anything that can spread the word and help people realise their dreams of being self-employed, whilst creating new jobs and businesses, is always welcome.’
‘You’re the Boss’ launches this week across press, digital, radio and outdoor channels. This is the first project that Havas Media Village agencies have produced for the brand, following a competitive pitch in June when the agencies won the joint assignment.