Britannia Investment selects Citigate for first consumer campaign

Investment management company Britannia Investment Managers has chosen Citigate Albert Frank to handle its first consumer advertising campaign, with a budget of 1.2 million pounds.

Investment management company Britannia Investment Managers has chosen Citigate Albert Frank to handle its first consumer advertising campaign, with a budget of 1.2 million pounds.

Citigate picked up the business after a three way strategic pitch where it was up against DMB&B and Camp Chipperfield Hill Murray.

Media planning and buying will initially be handled by Citigate but Britannia has said it plans to review its media buying needs in the near future. Planning, however, is likely to remain with Citigate.

The through-the-line campaign breaks on 7 March and will run through to the summer. The first burst has a budget of 500,000 pound with a further 700,000 will be spent over the coming 18 months.

The campaign, which sees Britannia move into consumer press for the first time, will have a strong focus on sport, with ads set to run in the sports pages of most national newspapers including the Sunday Times, Sunday Telegraph, the Mail on Sunday and Sport First.

Bob Lawson head of marketing services at Britannia Investment management, said: "It is not a direct response campaign, it is purely to build a corporate personality. It is our first branding campaign where we will present one face to both our consumer and business customers."

He added: "I think we will also be the first financial company to use generic advertising in the sports pages. Sport is very important to us. It is part of our long term strategy. Sports sponsorship is something we are very interested in looking at in the future."

The through-the-line campaign will in addition to press advertising include direct marketing, promotions and brochures all of which will be integrated with the new consumer facing image.



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