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Ad spend soars for Isa season

Several leading fund managers are increasing their advertising spending this year in anticipation of a bumper Isa season with improved inv- estor sentiment.

Artemis has raised its first-quarter spend to 2.3m from 1.3m last year, with 500 branded taxis on London’s streets, ads at London mainline rail stations and South-east commuter stations.

Invesco Perpetual sales and marketing director Rick White says the firm has seen clear evidence investor sentiment is improving steadily and the firm plans to spend more on consumer advertising as well as increasing its brand exposure through the sponsorship of sporting events such as the Welsh Rugby Union Autumn International series.

Schroders, Fidelity and Merrill Lynch Investment Managers are also all looking to raise their advertising spend over the coming months.

Specialist investment provider Keydata says it has tripled its advertising budget since this time last year.

New Star retail marketing director Richard Wilson says the firm has not raised its expenditure this year, having had a large advertising bud- get since launch, although it is promoting equity funds more heavily than bond funds, which it focused on last year.

Wilson says: “We are spending as much as we always have and we tend to call these other advertisers fair-weather, having increased their spend considerably this year on the back of a switch in investor confidence.”

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