IFA network Positive Solutions is starting its £200,000 ad campaign in the IFA trade press this week.
The strapline for the campaign, devised by the Yellow M ad agency over the past four months, is Altogether Individual.
It aims to communicate the message that Positive Solutions provides back-up to individual IFAs through its network services.
The main target for the campaign is direct salespeople who are thinking of becoming IFAs and who want the back-up of a network to help with the transition.
The campaign also aims at creating a feeling of teamwork and belonging for the network's existing members and clients.
The black and white ads highlight one person standing out from blurred figures in the background.
The ads are set in a range of situations, including a boardroom, a railway station and an airport terminal.
With the campaign, Positive Solutions hopes to increase its number of members from 230 to 500 by mid-2002 and to position itself as a national IFA brand.
Chief executive David Harrison says: “The advertising is just one element in a fully integrated marketing campaign. We are using advertising to help position Positive Solutions as a national brand with a distinct identity and strong corporate values.
“In short, we want people to know who we are and what we stand for and that in itself will help us to attract like-minded people and help us to grow our business.”