Marketing guru Lucian Camp has berated this season's Isa ad campaigns for their “dreadful dullness” and warns providers that people cannot be bored into choosing an Isa.
Camp, director of marketing agency Camp Chipperfield Hill Murray, says Isa providers' traditional reliance on intensive advertising in the first quarter of the year has resulted in boring and ineffective marketing campaigns.
He says this season has seen too many advertisers blowing budgets on poster campaigns that fail to establish a lasting ad presence in the market due to “dangerously simplistic” strategies.
Although conceding that consumers and IFAs do make Isa decisions in the first quarter, Camp says advertisers have failed to consider this year's neutral-to-negative perception of the market, with Isa sales down as far as 25 per cent on last year.
He says advertisers have been wide of the mark in trying to hit the “hot buttons” this year – the connection with the target market which motivates them to buy a product.
Camp says: “Surely it must be time to start trying harder to come up with some genuinely arresting advertising ideas. It is simply not possible to bore people into choosing an Isa.”
Threadneedle Investments communications director Richard Eats says: “A lot of campaigns are response-driven, where companies work out future campaigns by the take-up of their products. Firms use a similar formula to car adverts that feature large pictures of large metal objects with wheels.”
Lost in space, p68-69s