The Children's Mutual, the savings provider for kids, is launching a campaign to kick-start uptake of the Government's Child Trust Fund.
The company has appointed brand response agency Crazy Horse, following a three-way pitch against Positive Thinking Communications and Columns, to launch a highly profiled and time-sensitive campaign.
The brief includes strategy, planning, creative, media and data work for a campaign to break later in the year.
The drive, which includes direct mail and Internet work, is to gather momentum in the run-up to the introduction of the scheme next April. It will hand between 250 [pounds sterling] and 500 [pounds sterling] to all children born on or after September 1 2002.
The initiative will give young people access to the fund when they reach 18. They will be able to reinvest or spend the money.
The 123-year-old company, which is also considering radio and poster activity, will also target its existing customers and bolster its central marketing database.
A spokeswoman for The Children's Mutual says: "The launch of the Child Trust Fund is very important so the marketing has to be spot on."
David Batten, Crazy Horse chief executive, adds: "This was a tough brief to crack but we went back to the drawing board and considered different routes. We have discovered fresh ways to achieve results, in what will be a brand new child savings market."
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