Julia Dallimore, head of marketing for Provident and Glo, said: "With Glo, we want to engage consumers with the idea of investing in someone, giving someone a helping hand by showing belief. We believe Smoking Gun can help us tell this story."
Smoking Gun won the account following a three-way pitch.
Rick Guttridge, managing director at Smoking Gun, said: "Alongside the PR launch, we will start to build an engaged social community and we’re planning further campaigns during the year to drive awareness."
Glo is aimed at helping borrowers access a higher loan amount over a longer repayment period and at a lower APR than many other forms of finance.