IFA Promotion is targeting consumers with a national press and digital TV ad campaign started this month.
The campaign aims to encourage people to visit an IFA. After last year's TV ad trial, IFAP decided to create an identity with which consumers could identify.
Consumer research found the most suitable personality for IFAP would be a male who seems honest, sincere, respectable, wise, trustworthy and approachable.
IFAP is using actor Robin Kermode who was used in the trial ads. He has has appeared on TV in Men Behaving Badly and Never The Twain.
One of the television ads uses a clock face to convey the message that there is no time like now to sort out finances. The other ad highlights the number of financial products available on the market and recommends that consumers seek independent advice. The ads will appear on several channels, including ITV2, The Money Channel and Sky.