$3m ad campaign no TV slug fest: FPA

The Financial Planning Association’s (FPA) looming $3 million consumer advertising campaign will not be a tit-for-tat style counter punch against the industry superannuation fund’s current, planner-critical television blitz, but will focus on promoting the value of good financial advice.

“[Responding to industry funds] is not what this is about. We’re not going to talk about product providers, investment vehicles, fees and charges,” said an FPA spokesperson, who confirmed the advertisements would appear on television, the Internet, and in print over a three-year period beginning from October this year.

The spokesperson said the campaign, which is being funded by a willing handful of principal FPA members, was planned well before industry funds’ controversial super comparison ads began screening.

“It wasn’t as if we just woke up six weeks ahead of choice and decided to throw together some messages and start a campaign. It has been put on the plate for a good year,” he said.

The spokesperson echoed comments made by chief executive Kerrie Kelly that the campaign would aim to promote the usefulness of financial planners to people who have not used an adviser before, and debunk common misconceptions about the profession.

“Some people simply don’t understand how professional advice can benefit them, while others don’t think they are in a position, or have enough funds, to benefit from advice from financial planners,” Kelly said.

The marketing drive will also involve the creation of information packs, which will be sent to financial planners and potential clients.