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’.
