Coutts & Co is running its first major advertising campaign this month to raise the profile of its investment management services.
The £5m campaign is targeting existing and new clients through a series of ads in business and consumer publications read by high-net-worth individuals.
Developed by agency M&C Saatchi, the ads are intended to highlight Coutts' strategy of offering access to top investment managers through its multi-manager investment programmes.
The campaign includes a series ads focusing on what it calls “dream teams” from various professions. One ad features a top legal team with fictional lawyers Perry Mason, Rumpole of the Bailey and Kavanagh, QC, while another features private investigators Sherlock Holmes, Hercule Poirot and Philip Marlowe.
Coutts says it is entering into large-scale advertising because its expertise in investment management is not well known beyond existing clients.
It says its discretionary investment team, set up in January 1999, gives clients access to some of the world's leading institutional investment managers. External managers make stock-selection decisions while Coutts controls investment profiling, portfolio construction and asset allocation.
Coutts Group chief executive Andrew Fisher says: “Our expertise in investment management is not widely known beyond our existing clients. Our unique approach of creating dream teams of the world's leading investment managers has seen us deliver outstanding results over the past two years.
“The campaign we have developed aims to raise awareness of this and illustrate how we offer an unrivalled wealth management service to high-net-worth individuals.”