Three considered for AITC’s awareness task

The Association of Investment Trust Companies (AITC) is reviewing the pounds 13 million creative account for the ’Its’ investment trust brand.

The Association of Investment Trust Companies (AITC) is reviewing

the pounds 13 million creative account for the ’Its’ investment trust

brand.



The review, which is being handled by the AAR, will involve the

incumbent on the business, Radical Communications. It is understood that

two other, more mainstream, agencies have also been shortlisted. A

decision is expected by the end of July.



The account, which has been with Radical for a year, has come under

review for two reasons, according to the AITC’s marketing project

director, Craig Fabian.



He said that because the AITC is spending money on its members’ behalf,

it is ’good corporate governance’ to review how the money is being spent

after one year.



He added that because there are significant plans for new product

development for year two - including an Its-branded wrapper product -

the nature of the advertising account has changed. ’There will be

significant changes in the mix,’ he said.



Fabian, the former marketing director of Volvo, declined to name the

shortlist, saying: ’If the agencies know who else is pitching it might

affect the way they behave.’



The review has meant that Zenith, which won the media buying account for

Its last year, will now also handle planning. Radical had been managing

media planning.



Radical, run by the former chief executive of Young & Rubicam, Tim

Lefroy, developed the high-profile campaign that broke last autumn and

used the line: ’It’s for everyone.’ The intention of the advertising is

to make investment trusts appear as accessible to consumers as ISAs and

PEPs.



Sales of investment trust ISAs and saving schemes rose by 91 per cent in

the first quarter of this year - a rise attributable to the existing

campaign. However, research shows that the campaign has failed to raise

awareness of investment trusts.



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