The integrated test campaign, which will have an initial cost of £750,000, will be spearheaded by the 'Don’t Say Mayday, Say PaydayUK' creative that was launched on ITV1 in the Granada and Yorkshire regions in July, before being complemented by press and radio in four-week bursts from September to November, in preparation for a national rollout.
The Broadcast House will be responsible for producing the TV and radio commercials in-house and coordinating the broadcast media-buying and planning for both TV and radio campaigns, while The Press House has produced all press creative and print media-buying and planning.
Emma Steeley, MEM Consumer Finance managing director global sales and marketing, said: "The Specialist Works has created an excellent creative and media planning solution for our brand, and we very much look forward to PaydayUK.co.uk becoming established as the number-one household name in the UK short-term loan sector".
Jim Lewcock, The Specialist Works managing director, said: "We are delighted to win this high-profile account and look forward to demonstrating how our in-house creative and media-buying teams can drive direct sales, as well as help to build the PayDayUK.co.uk brand".
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