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Midshires begins brand campaign with ad for FTSE-linked account

Birmingham Midshires is running a series of television advertisements

promoting its range of stockmarket-linked savings accounts.

The £1m campaign aims to reposition the product for the mass market. It is

the first advertising the company has engaged in since its takeover by

Halifax last year.

The guaranteed investment account is a reworked version of an

equity-linked savings account. It is linked to the FTSE 100 index.

As long as the FTSE 100 increases in value over the two-year investment

period, investors stand to gain 8.5 per cent on their capital.

The bank is looking to improve the product&#39s appeal and carve out a bigger

market for it. The target audience is older, more sophisticated investors.

Birmingham Midshires is also planning future ads featuring other products.

Head of marketing Fran Hayes says: “This campaign, part of a bigger

brand-building drive, is intended to reposition this product for the mass

market. The creative developed by our agency Grey is fresh and

sophisticated and these ads will certainly stand out from other financial

services advertising.”

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