Foreign & Colonial hires HPT to overhaul stuffy image

Foreign & Colonial, the originator of the investment trust, is to relaunch itself following the appointment of HPT Brand Response.

Foreign & Colonial, the originator of the investment trust, is to

relaunch itself following the appointment of HPT Brand Response.



HPT’s win comes after a lengthy pitch process, which began three months

ago and involved ten agencies.



The original ten were then whittled down to a shortlist of three: HPT,

Partners Andrews Aldridge and DP&A. HPT was awarded the business

following a period during which its work was put into research.



The account has been handled until now by Barnes Vereker, an agency that

specialises in corporate and financial clients.



The review heralds a change in focus for Foreign & Colonial, which will

move away from a strategy based on press advertising supplemented by

direct mail to its existing customers. It will now look at a wide range

of other media.



Martin Troughton, a managing partner of HPT, said: ’It was great to take

part in and win such a well-managed pitch. The perception and reality of

Foreign & Colonial is very different; it is a name with which few people

are familiar, but it is the oldest and best company of its type.’



Foreign & Colonial -which manages a fund of pounds 2.5 billion -

launched in 1868 for what it then called the ’investor of moderate

means’.



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