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Advisers split over fund brand power

Advisers have differing views on the importance of fund marketing.

Speaking at a Money Marketing/Teamspirit investment round table, Bestinvest business development manager Justin Modray claimed he is immune to provider marketing as his firm bases investment decisions on thorough research and preaches an asset allocation approach.

But Equal Partners IFA Vivienne Starkey said a big brand is often important for IFAs because people want to know that if a star fund manager is lost for any reason, the house will have the clout to get a good manager in to replace him.

Bates Investment Services senior investment adviser Paul Ilott agreed with Starkey, arguing that when funds are run by a small team, it is important to have the resources to attract replacement managers.

Modray said having wraps on fund supermarkets is helping IFAs to get straight to performance with funds next to each other on a single platform.

Technology and Technical founder Kim North said advertising can lead to clients thinking they are more informed than they are because they have seen a headline figure but do not understand the product.

New Star marketing director Rob Page said there has been an absence of big advertising campaigns by fund firms over the last few years since the technology crash.

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