The company, which shuns credit scoring and relies on an alternative ‘guarantor model’, has also hired Frank to work on a number of social media campaigns on a project basis.
The agencies replace Bottle on a six-figure brief to build brand awareness and drive consumer engagement and participation in the brand.
With the slogan ‘if your friends trust you, we do too’, the company operates on the basis of offering someone a loan if his or her friend also guarantees it, and offers up to £5,000. It aims to position itself as provider ‘to hard-working Brits who have been let down by the banks and other traditional loan providers'.
Kelly Davies, head of PR for Amigo Loans, said: ‘There are millions of financially stable people who should have access to funding for personal or business use, yet major retail banks and other lenders have systematically ignored them because a computer says they are a credit risk. We know that for the majority of these people this simply is not true.’
She added that PR would be the catalyst for the company's other marketing activities. She said: ‘Citizen showed us that it delivers people-powered comms that create news and build brand awareness and engagement. Coupled with some impressive social media ideas presented by Frank, the PR strategy for the next year will be creative, daring and challenging.’
Frankie Cory, Citizen CEO said: ‘Amigo is a successful and entrepreneurial company that is in tune with the challenges and opportunities of ordinary people. It’s a great brand and we can’t wait to tell its story in a way that powers conversations.’