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Dog&#39s decision tree for ABN&#39s pedigree portfolio

ABN Amro is running an advertising campaign to promote how its discretionary managed portfolio service helps IFAs make investment decisions.

The Premier Funds Service, launched in February, will use ads featuring a scruffy dog to show how the service can help IFAs make investment decisions.

The ads feature a dog in a field making a choice between five trees.

The fund service has five investment strategies – capital growth, balanced, conservative, international and ethical – for IFAs to match with their clients&#39 investment needs.

Within each strategy, a portfolio is created by investing in a range of fund of funds put together specifically by ABN Amro. The service team is headed by Aidan Kearney, who aims to select only pedigree funds.

The ads are designed to show investors are spoilt for choice and may find it difficult to choose which tree, or investment, to back.

The Premier Fund Service and its North American growth fund are the focus of ABN&#39s marketing strategy in the post-Isa season following the resignations of the company&#39s high-profile UK fund managers George Luck-raft and Nigel Thomas.

The ads will appear in the trade and consumer press from mid April.

Head of marketing Tracy O&#39Neill says: “The concept is based on how hard it is to choose a fund in the plethora of investments that is currently available. The service is designed to work in partnership with IFAs. We take the strain out of the decisionmaking process.”


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