City & Corporate: Fishburn to handle rebrand for advice body

The independent body helping the public to understand financial services products has brought in a PR agency to help it relaunch next month.

The Consumer Financial Education Body (CFEB) is to rebrand to the Money Advice Service next month and has handed a retained brief to Fishburn Hedges to raise public awareness of the organisation.

Formed in April 2010 by the Financial Services Authority, the CFEB is funded by a levy charged to authorised financial institutions.

Fishburn's appointment was confirmed by Louise Alissi of the CFEB's marketing team, although she said the lead names working on the account had yet to be finalised.

The agency will be charged with strengthening the organisation's presence in the national media and raising public awareness of its services.

The organisation runs website, aimed at providing the public with jargon-free facts about financial products.

The Government has asked the CFEB to develop an annual family financial health check, which will form a key part of the relaunched Money Advice Service. Last month CFEB chair Gerard Lemos called on the financial services industry, Government and the third sector to promote its forthcoming health check tool as widely as possible.

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