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FSCS enlists BBC’s Sherlock actor in £3m ad campaign


A new £3m advertising campaign by the Financial Services Compensation Scheme will feature BBC’s Sherlock actor Benedict Cumberbatch.

The ’Icons of Protection’ campaign will feature print and online adverts as well as two radio ads Cumberbatch has recorded and will point people to a new section on the FSCS’s website. The FSCS refuses to release how much of the £3m budget was paid to Cumberbatch, who also starred in the latest Star Trek film. 

The FSCS says the £3m budget equates to less than 0.5 per cent of what the financial services industry spends each year on marketing and advertising.

The FSCS scrapped an earlier £4m advertising campaign in September 2011 after admitting it did not have the desired impact on consumer awareness.

FSCS chief executive Mark Neale says: “The costs of the campaign are shared across the full range of financial services and do not result in a large bill for any firm.”

When the FSCS announced it would be running a £3m campaign in January, advisers slammed the move as an “unbelievable waste of money”.

Anand Associates financial architect Bhupinder Anand says: “Our plans to have William Shatner front our new ad campaign were shelved when we got our FSCS bill.”


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