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
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.