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Britannic in £400k push

Britannic Asset Management is aiming to give its brandbuilding exercise a boost with a £400,000 marketing campaign, including press, poster and online advertising and direct mail targeting IFAs.

The initiative will run until December and will build on the profile-raising work that Britannic began in January.

The campaign also promotes the Britannic corporate bond fund, while introducing its new strapline: “Our asset is our team.”

Britannic&#39s direct-marketing drive is intended to reach about 13,000 IFAs to encourage them to consider the company&#39s funds when advising on portfolios.

The campaign also includes consumer and trade press ads, internet promotion and taxi and poster advertising in London. It was produced by ad agency The Bridge and media buying is by Feather Brooksbank, both Edinburgh-based firms.

Britannic Asset Management sales and marketing director Francis Ghiloni says: “We have ambitious growth plans and firmly believe that consumer and trade brand building is key if we are to achieve our business objectives.”

Advertising manager Fiona Muirhead says: “Our campaign is designed to reflect our differentiated position in the investment management market and employs a refreshing approach using colour and illustration. Our creative theme highlights how our products stand out among the competition.”


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