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The U.K. financial services sector is hoping that, by the end of the year, Britons will be very familiar with a cartoon squirrel called Savvy.
The anthropomorphized rodent fronts an advertising campaign, costing a reported £20 million ($27 million) over the next three years, in support of the government-backed “Invest for the Future” initiative. The campaign, launched last Thursday, is supported by the industry’s biggest names, including Hargreaves Lansdown, Britain’s largest savings and investments platform and St James’s Place, its biggest wealth manager.
Others involved include insurers Aviva
