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Twefs delivers first TV ad campaign

Tunbridge Wells Equitable Friendly Society is runn-ing its first national television advertising campaignto raise awareness of its baby bond.

Twefs says the cost of the campaign will be determined by the level of response.

The baby bond enables people to maximise thetax-free allowances avail-able to friendly society members to make savings on behalfof children.

The first £25 invested each month grows tax-free while any additional savings are inv-ested into a taxable life fund.

Twefs says while the ad campaign will be aimed at consumers, the primary objective is to raise brand awareness to help IFAs with the sales of the bond. The first ads will appear during GMTVon July 31.

Head of marketing David Halliday says: “We believe the baby bond is potentially a very big brand and this is an important step in the process of building that brand.”

The friendly society is also linking its website to IFA Promotion&#39s site in an effort to connect consumers with information about IFAs. The society&#39s vast majority of business comes through IFAs.

IFAP marketing director David Elms says: “We are delighted to see that another of our sponsors is using IFA Promotion to promote independent financial advice. With so many products on the market, the web is becoming an essential tool for investors seeking advice.”

Scottish Provident is aiming to consolidate its position in the individual protection market by publishing a consumer guide to understanding trusts.

It believes people often avoid writing policies under trust because they are seen as complicated. The guide, Trusts Made Easy, aims to dispel consumers&#39 fears.

The guide is the second in a series aimed at raising awareness about the potential pitfalls of the protection market. The first, which tackled mortgage protection, was published earlier this year.

Marketing technical support manager Ian Smart says: “The trust process is often perceived as being very complicated and is often left out of financial planning. Scottish Provident has always been committed to ensuring the whole process of writing policies under trust is understandable and the trusts simple to complete.”

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