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Anger over clutter of Isa posters on the Tube

Lobbying by leading fund managers and advertisers is forcing TDI, the company responsible for Lon-don Underground poster ads, to develop a new poster placement policy.

Leading names such as Gartmore and Jupiter and their ad agency Ptarmigan Media are up in arms about the positioning of their Isa posters adjacent to competitors&#39 ads during this year&#39s Isa season on the Underground and some overground railway stations.

They claim the clutter of posters makes it difficult for the public to differentiate between fund managers and products. The companies blame the problem on the limited number of ad sites on the Underground.

They say it has come to a head because of the vast increase in fund management companies&#39 marketing budgets after the success of Isa sales in 2000.

TDI says the complaints have led it to introduce “category alternation” for all advertisers, not just financial companies, from September which means posters will not appear alongside those in the same industry sector.

Ptarmigan managing director David Wiggin says: “Clutter was making it difficult to recommend underground advertising to clients and we talked to TDI as this had to change.”

Gartmore head of product marketing David Piper says: “It is a problem on the Underground and railways. The concourse of London Bridge looked like an Autif exhibition.”

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