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Interactive Investor in £2m brand boost

Interactive Investor International is running a £2m consumer advertising


campaign which its says complements professional advice.


The campaign will run for a month, predominantly in the South-east,


starting from this month.


It consists of a brand-building poster campaign in London Underground


stations plus a more widespread poster campaign focusing on the product


areas of pensions, mortgages, insurance and online share dealing.


There will also be ads on digital and terrestrial TV channels featuring a


40-second black-and-white portrayal of different shopping situations where


confused consumers give and act on bad advice.


The campaign also includes radio commercials on Capital Radio and News


Direct plus print ads in the national and trade press.


The company says an objective of the campaign is to challenge the public&#39s


perception of financial services as confusing, showing them how the process


can be simplified.


Marketing communications director Candice Hodgson says the aim of the cam-


paign is not to replace IFAs but to offer consumers the information to make


an informed choice, contacting an adviser if they prefer.


She says: “On the site we have our find an adviser facility which allows


consumers to choose from 8,500 advisers by geographical area and product


area.


“The campaign emphasises that we are not encouraging people to buy finan


cial products willy-nilly simply because it is easy to do so online but to


help people make informed decisions with advice if they are not happy with


execution-only.”

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