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MAS claims ad campaign led to spike in users
by Alex Steger on Feb 12, 2013 at 10:54
Over 2.5 million people have used the Money Advice Service (MAS) since it launched in 2011, with 500,000 of these coming in the last quarter of 2012, largely as result of its high-profile advertising campaign.
Karen Broughton, MAS marketing and service delivery director, said the surge in the last quarter of 2012 was in part due to its advertising campaign which launched in September 2012.
MAS has attracted criticism for setting aside £20 million to spend on marketing, of which around £5 million was spent on its recent TV ad.
The organisation claimed the figures showed that demand for its service was increasing. The MAS also published the results of a survey which showed improved levels customer satisfaction.
A survey by the organisation showed that eight out of 10 MAS customers said it had provided them with the information they needed, with seven out of 10 saying it helped them decide on a course of action, and 88% claiming that they would use the service again.
Broughton acknowledged the organisation had endured a difficult start ‘with all sorts of headlines’ but said the rise in numbers and survey results showed the organisation was now delivering on its targets.
‘Away from all the noise we have seen some positive results,’ she said.
It said 495,000 action plans were written as a result of its ‘advice’, and Broughton said she was optimistic it would hit its target of one million plans written by March 2013.
MAS chief executive Caroline Rookes (pictured), said she was encouraged by the number of people using the service.
‘Given the tough economic times, it's really important we keep evolving what we do,’ she said. ‘And this will enable us to help more and more people - for all the benefits that brings in terms of financial security, peace of mind and quality of life.’
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