The Association of Financial Mutuals, the trade body which represents mutual and not-for-profit insurers, friendly societies and other financial mutuals across the UK, has appointed Smoking Gun to handle its PR.
The Manchester agency, which last year scooped two global awards for excellence in measurement and evaluation at the AMEC Awards, adds the AFM to its growing list of clients in the personal finance sector.
Working in unison with its members, customers and other stakeholders, the Association promotes the concept of mutuality by helping members identify with, remain committed to, and contribute significantly to it, while striving to establish a much wider understanding of mutuals.
As part of the brief, Smoking Gun will be working on a project to promote mutuals and mutuality to the wider consumer and trade markets. The project is intended to support AFM members in creating clear and relevant messages about the value of mutuality that can be used in a co-ordinated way to raise the profile of the mutual sector.
Managing director of Smoking Gun, Rick Guttridge, said: “We welcome the AFM to our roster of clients at an exciting period of growth for the agency. Our wealth of experience and expertise in the personal finance market, combined with the AFM’s solid stature in the sector creates the perfect platform for us to deliver results that make a genuine impact for the Association and its member organisations.
“The coronavirus pandemic has seen personal finance really come to the fore, as many people have had to reassess and reprioritise their finances and spending. It is a market that is often saturated with information, so we are delighted to be playing a role in conveying that information.
Martin Shaw, CEO of the AFM said: “The team at Smoking Gun has vast experience not only in consumer media relations, but in the personal finance market as well, through its work with our members such as Unity Mutual. We were immediately impressed by their credentials, energy and understanding of our brief and business challenges. We look forward to seeing where this partnership takes us.”
