AITC director general Daniel Godfrey is threatening to ditch the “its” marketing campaign in March unless the industry gives it more support.
The campaign, started last year, was originally set to run for three years with contributions being halved each year. But having fallen £11m short of its £27m target in the first year, the AITC could be left with only £4m for the final year, which Godfrey says will not be enough.
He is calling on the industry to put its full support behind the campaign.
The second stage of the campaign is scheduled to kick off on January 10. The AITC will stick with television ads despite criticism from many providers that it is an ineffective method for marketing investment trusts. Because of this year's budget restraints, the TV campaign will only focus on Scotland, London and the South-east.
Jupiter head of investment trusts Andrew Watkins says: “If people do not start putting their money where their mouth is, Daniel cannot spend enough to raise the profile of investment trusts.”
Godfrey says the campaign will be humourous but will not include Paolo Conte's song Via Con Me.
Godfrey says: “People are very cynical about financial services advertising but we believe the use of humour disarms people and makes them less cynical.”