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