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Creative

Havas Media Village Ignites Entrepreneurial Passion for Start Up Loans

staging.lbbonline.com, 3 years ago

ais London, Havas Media and Re:Purpose launch new campaign

Havas Media Village Ignites Entrepreneurial Passion for Start Up Loans

ais London, Havas Media and Re:Purpose agencies of Havas Media Village have joined forces to launch an integrated campaign ‘You’re the Boss’ for the government funded Start Up Loans Company. The campaign aims to help initiate a new wave of start up businesses across Britain, fuelling economic growth, stronger communities and better lives for thousands.

Led by Lord Young, ex-Dragon James Caan and Tim Sawyer, The Start Up Loans Company offers a unique package of advice, mentoring and government backed loans to support people wanting to start a business. After two years of steady growth The Start Up Loans Company has backed over 20,400 businesses through local activity and community outreach.


With a new brand positioning and ‘You’re the Boss’ campaign developed by creative and digital agency, ais London, media planning and buying agency, Havas Media and sustainable business strategy consultancy, Re:Purpose, the brand is set to deliver thousands of new businesses into the British marketplace.

Extensive insight work led by Re:Purpose, found that people from many walks of life are thinking of starting a business, but are unsure where to begin and information available to them is confusing or doesn’t really meet their needs. Starting a business is a life choice for people who believe working for themselves is a pathway to a meaningful life. ‘You’re the Boss’ aims to help make The Start Up Loans Company the first port of call for those who want life on their own terms. This core messaging runs closely with the brand line ‘Your business, your way’, inspiring potential entrepreneurs to act.


The creative brings to life key motivations people may have for starting a business using simple, hand-drawn pictures on note paper that humanise how The Start Up Loans Company could enable you to make your ideal life choice a reality. From attending your child’s birthday, to working in your birthday suit, the campaign echoes a meaningful message – the belief that work and life can work in harmony.

Sharon Johnson, CEO at Havas Media Re:Purpose said: “From the outset we learnt that starting a business is about having a meaningful life. It’s the experience of shifting from an idea to self-belief which the Start Up Loans offering can uniquely provide. Once the business is underway, start up owners become far more interested in helping others and that’s what movement creation is all about – giving people a way to start for themselves and the platform to spread their success. Start Up Loans’ new campaign is definitely the start of a bigger, stronger UK start up community.”

Yasmina Siadatan, Creative Director, The Start Up Loans Company added: ‘I’m delighted to be working with the Havas Media Village to promote the ‘You’re the Boss’ campaign. Starting a business doesn’t need to be a daunting experience, and anything that can spread the word and help people realise their dreams of being self-employed, whilst creating new jobs and businesses, is always welcome.’

‘You’re the Boss’ launches this week across press, digital, radio and outdoor channels. This is the first project that Havas Media Village agencies have produced for the brand, following a competitive pitch in June when the agencies won the joint assignment.

Category: Banking , Finance/insurance

Genre: Print