UK fund managers are taking a more aggressive approach to consumer advertising in a bid to be noticed in the inc-reasingly saturated retail inv-estment market.
Many managers are naming and shaming poorly performing competitors in their ads, leaving those which have traditionally adopted a more subtle approach to rethink their strategy.
Gartmore, which has traditionally stuck with more straightforward brand-building ads, recently launched a new series of ads highlighting funds in the European sector which have been downgraded by ratings agency Standard& Poor's.
The campaign runs under the strapline: “Not everyone survived the winter” and promotes Roger Guy's AAA-rated European selected opportunities fund.
Artemis, M&G and Friends Provident have also recently resorted to more aggressive techniques.
Gartmore head of UK ret-ail Mike Wrobel says: “You have got to stand out. We look to stand out by using bright colour schemes and, when we have a punchy message, not being afraid to say it. I think we have been a bit too squeamish in the past.”
Camp Chipperfield Hill Murray chairman Lucien Camp says: “More often than not it is an approach you take if you are a lesser player and want to put yourself up there with the big boys. I'm surprised Gartmore is doing it. Usually, the bigger players tend to think they are above such things.”