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TV star to front leads campaign

Ruth Badger, runner-up in BBC’s reality television show The Apprentice, will be the face of a marketing campaign to generate leads for the financial services industry.

The campaign will be launched next month by lead generation firm Help Media Solutions with the aim of producing leads for firms in the secured loan insurance and mortgage industries.

Marketed under the brand The Help Group, the aim is to advertise to the consumer market and then match consumers with the lenders or brokers – depending on which firms have provided funding for the campaign – whose criteria they match.

The 27 year old sales manager, who missed out on becoming Sir Alan Sugar’s apprentice, is to be the figurehead of the campaign.

Badger says: “When I was approached to get involved with Help Media Solutions I understood the concept immediately. It’s a perfect fit for this market and will make a difference.

But Jonathan Burridge, managing director of Quantum Mortgage Brokers, says: “Personality-led marketing campaigns have a mixed success rate and depend on the target audience. I’m not sure who the Badger will appeal to, but if the concept is successful we will consider taking part.”

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