The Children's Mutual

The vast majority of financial services companies all look the same, offer the same range of products, make similar kind of claims - in short, they merge together in the collective consciousness.

The Children's Mutual stands out from the crowd for two fundamental reasons.

First, their positioning. This is a company who knows who it is, they are the country's leading provider of savings plans for children - dedicated to offering an unmatched level of expertise in this vital area for families. They have a lengthy pedigree in this field with their charismatic 'Baby Bond^®' and are at the forefront in preparation for the launch of The Child Trust Fund in April 2005.

Secondly, their 'mutuality' sets them apart - with a heritage dating back to 1881 in the shape of Tunbridge Wells Equitable Friendly Society. The old Victorian values of helping, advising and supporting members (the policyholders) lives on with The Children's Mutual.

This is a brand with a purpose, on a mission.

We are proud to be their close brand partners, developing a strong symbiotic relationship. See how their Chief Executive, David White, defines this relationship.

We were involved from the birth of The Children's Mutual, helping to develop the positioning, proposition and identity of the new brand - whilst showing due respect to the 120 year-old heritage. This could then be developed by each partner agency.

Our in-depth understanding of the brand helps us to plan and deliver very challenging direct market programmes that cover both acquisition and retention.

The Children's Mutual utilises all aspects of the Crazy Horse Brand Warriors offering: strategic, brand, direct marketing, targeting and data planning. We see our role as really helping to drive the programme forward both strategically and tactically. We pride ourselves in our level of proactivity and out of the box thinking.

The programme is totally ROI focused, delivering a suite of highly efficient communications utilising the full channel mix. From direct mail, press and product despatch, through to DRTV and point of sale. All communications have both response and brand objectives.

Crazy Horse also match-makes The Children's Mutual with new brand-enhancing affinity partners - an area which really drives profitable business for the client.

As with all our clients we work as an extension to The Children's Mutual's own marketing department. We like to think we make our client's lives easier, they know they can trust us to deliver at both strategic and tactical levels, delivering hard-working brand reponse programmes, executed without drama and always on time.

They have a lengthy pedigree in this field with their charismatic 'Baby Bond^®' and they are now key players in the Child Trust Fund marketplace.