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Boards decide&#39its&#39 fate

The AITC is set to decide the future of the “its” campaign this week after receiving the final proposals from its member boards last Friday.

The majority of boards are expected to agree to the extra half basis point for IFA marketing and PR but several companies, including Jupiter, have already said their boards are unlikely to agree with the continuation of consumer advertising. The AITC is looking for a further basis point a year from each trust to continue the generic campaign.

It will analyse the responses before holding a meeting of the executive committee. An announcement is to be made at the end of this month.

Director general Daniel Godfrey says he is unwilling to reveal the initial indications but says he has noticed a positive change in members&#39 attitudes to marketing. He says: “It is clear that the boards have taken on that they need to be marketing themselves. Whatever we end up doing we are much better placed.”

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