The Manchester-based agency was appointed on the back of what director Emma Thornley described as a 'personal contact' with M&S FS media relations manager Liz Neild. The appointment of the agency is in addition to the work of retained agency Lansons Communications.
Thornley said Brazen's campaign would target individuals looking to take out their first personal loan. An M&S FS statement added that it would be aimed at the 'I want it now' generation of 25 to 35-year-olds who 'believe that money can buy them anything, including happiness'.
She said: 'Obviously, borrowing for hedonistic purposes is not something Marks & Spencer Financial Services encourages, it's just a reflection of the state of the nation.
'Now people are more comfortable about taking out personal loans. Our campaign is not irresponsible, it's a way of saying that that's how people think and that they can use financial services responsibly,' she added.
Brave owner Nina Wheeler heads a four-strong agency account team, reporting to Neild. The agency will support the four in-house PR staff at M&S FS.