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A question of branding for F&C

Foreign & Colonial is running an ad campaign to emphasise its position as the City&#39s oldest fund manager.

The campaign will pose questions on posters and taxis across London, making the connection between the city&#39s past and the long-running presence of F&C.

Questions include: Do you know which City street used to be lined with brothels?The question is then answered in the next frame.

The ads will feature the slogan: Those in the know choose us.

As well as appearing on taxis, the posters will appear in underground stations and railway stations throughout August.

This is the first time that F&C has engaged in a pure branding campaign. There will be no mention of any of its funds in the ads.

The company denies this campaign is connected to the series of UK-based unit trusts it will be launching over the next five years.

Brand manager Alyson Powell says: “F&C is delighted to launch this brand awareness campaign. We hope to make commuters aware of one of the oldest and most trusted investment houses while amusing and educating them about the City.”

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