Advance shifts focus to consumers

Advance Funds Managementis about to launch an advertising campaign pitched directly at consumers rather than exclusively to financial advisers.

Advance head of product management and marketing Eammon Roles says that in the past the manager focused on the adviser market for their advertising.

“The new advertising has been developed to take our message to a broader market and talk directly to investors. With the underlying objective of communicating that ‘there’s more to Advance’, each ad focuses on a particular aspect of our brand proposition: our expertise, diversity of solutions, customer service, and superannuation,” Roles says.

Advance says the shift to the consumer market comes at a time when Advance’s flagship products, the Advance International Sharemarket Fund and the Advance Imputation Fund, are producing top-quartile returns.

The advertising campaign, which will feature in full colour press and magazine ads, online, on billboards and bus sides, will be launched in the financial press tomorrow.

The campaign will be characterised by the catchphrase “There’s more to Advance” and will include a number of light-hearted themes which Advance describes as “a departure for the financial services industry”.

The campaign is one of a number in recent months to directly target consumers including recent efforts from Navigator and Asgard.