The appointment was made after a pitch process involving four other agencies and is effective immediately.
The lender has hired Air Cover to communicate with mortgage brokers via the specialist trade media and national press. The campaign will also focus on the investment opportunity that the growing secured lending market represents.
This adds to Air Cover’s client roster which includes broker and packager Mortgages for Business; salary advance firm, FlexEarn; esaleshub – a tech lead generation firm for mortgage brokers and estate agents and large recruitment firm Randstad.
James Staunton, director of Air Cover PR, said: “Tab sees the value in the research specialism Air Cover can bring to bear on its section of the market. The firm isn’t interested in a purely nuts and bolts, bread and butter PR programme. It wants to do something more thoughtful and creative that embodies their ethos and reflects their belief in transparency.”
Duncan Kreeger, CEO and founder of Tab, said Tab was “trustworthy, reliable, and we look after our customers’ money and Air Cover PR will help us convey that while creating educational, insightful content”.
“I’ve worked with James before – he developed a bridging index for me – and I know we’re in good hands. If development finance and industry bridging news are still seen as something of a Wild West area, James is the comms sheriff who is going to help bring law and order to the chaos. We want people to trust the brand and that can only happen if our comms team can bring our commitment to transparent, open and honest communication to life,” Kreeger added.