AITC appoints HHCL to rethink ’Its’ strategy

The Association of Investment Trust Companies (AITC) has appointed HHCL & Partners to its pounds 13.5 million account with a brief to review the branding strategy for the ’Its’ investment trust brand.

The Association of Investment Trust Companies (AITC) has appointed

HHCL & Partners to its pounds 13.5 million account with a brief to

review the branding strategy for the ’Its’ investment trust brand.



HHCL pitched against the incumbent, Radical Communications (the agency

hired a year ago to launch the Its brand) and three other contenders -

Abbott Mead Vickers BBDO, BMP DDB and Euro RSCG Wnek Gosper.



The agency rethink comes after the Its launch campaign failed to live up

to expectations for raising brand awareness and a number of member

companies are reported to be holding back from releasing downpayments as

a result.



This means that the AITC may not be able to stump up the pounds 13.5

million budget required to launch a new range of financial products sold

under the Its brand.



Craig Fabian, the AITC’s marketing project director, said: ’It is an

ongoing programme of persuasion and commitment.’



Robin Azis, chief executive of HHCL & Partners, added: ’Having launched

First Direct and Egg, we know how to communicate breakthrough financial

services to consumers. Investment trusts are fantastic products, but

little understood; so we have the sort of communication challenge here

that we relish.’



The ’Its for everyone’ line used in the launch campaign is to be

reviewed and may be replaced for the next TV burst, which will air in

the autumn in the run-up to the ISA selling season.



Zenith Media, which won the media buying account last year, took over

the planning as a result of the creative review and there are no plans

for a media review.



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