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&#39Its&#39 not so wonderful so AITC ditches ad agency

The AITC has dropped its advertising agency and slashed the £13m marketing budget for the next stage of its high-profile “its” campaign.

The campaign has been criticised by the industry and IFAs who say the generic advertising is not working. The account has been handed to Howell Henry Chaldecott Lury, responsible for ads for Tango and the AA as the fourth emergency service. Outgoing agency, Radical, has been involved with the “its” campaign for 18 months, in which time the AITC marketing budget has fallen by £5m to £8m.

The association had hoped members would contribute 80 per cent of last year&#39s total but settled for 50 per cent.

The AITC says the logo will remain but the song, It&#39s Wonderful, will “possibly” not be included in the new ads.

Public relations manager Annabel Brodie-Smith says: “We are spending a lot of our members&#39 money on marketing so it is in their interests for us to review the agency. We always planned to reduce the expenditure. The contract we had with Radical was subject to review.”

Hargreaves Lansdown chairman Stephen Lansdown says: “When I heard the AITC might drop its advertising song my first reaction was that I did not know it even had one. I think the campaign is paying out good money after bad. I am not surprised the AITC has not been able to raise more funds. In my view, it would be best to stop the campaign altogether.”

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