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AITC &#39its&#39 ads are axed as firms vote for shift to PR

The plug has been pulled on the controversial “its” campaign after AITC members voted to end funding for gen-eric TV, newspaper and poster advertising.

Two-thirds of the association&#39s 300 member companies voted, with 60 per cent against further spending on generic advertising.

But 84 per cent supported an increased contribution of half a basis point of funds under management for a programme of PR initiatives.

The AITC will concentrate on developing the IFA market through forums and workshops, expanding its website, education, information and other PR activities.

Director general Daniel Godfrey says: “The process of bringing investment trusts to investors&#39 attention had to be kickstarted and the only way to do this was through the generic campaign. In an ideal world, I would have liked to have run the ads for a longer time.”

Gartmore marketing manager Ian Overgage says: “Everyone is in agreement it was a worthwhile exercise. It has placed retail marketing firmly on the agenda of board meetings which was not the case two years ago.”

Churchill Investments managing director Jamie Ware says: “I admire them for trying but it has made no difference whatsoever to us. But then we have always recommended investment trusts.”

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