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The Children’s Mutual ‘First Words’

Agency: Mustoes

Client: The Children’s Mutual

A new TV advertisement has been launched across the Midlands from January 7, marking the first non-governmental TV advertising from the Child Trust Fund (CTF).

First to benefit is The Children's Mutual with ‘First Words’ which – featuring '”an incredibly tender moment between a loving father and his newborn son” – aims to break the mould of traditional financial services advertising.

For The Children's Mutual, this television advertisement marks a significant stage in its 126-year history.

Although the company has been increasing its focus on long-term savings for children for more than 50 years, it rebranded from Tunbridge Wells Equitable Friendly Society to The Children's Mutual in 2003.

 Since then, the company has grown its brand through direct marketing, web and online promotion, retail partnerships and public relations activity.  It is the leading commentator on the Child Trust Fund and saving for children.

The Children's Mutual appointed creative agency, Mustoes, in 2007 to develop above-the-line activity.

Tony Anderson, Marketing Director, said,  “This advertising marks our first above-the-line activity to reach the parents, grandparents, friends and family of the Child Trust Fund generation."

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