Challenger to target financial planners with new campaign
Challenger is set to launch a new advertising campaign targeted at financial planners which will focus on the 'do nots' of asset allocation for retirees.
The new campaign 'Revelations' will build on Challenger's previous consumer-based 'Real Stories' campaign - which presented the reality lived by a generation of retirees over-exposed to equities on the eve of the 2008 market crash.
"Super in retirement is different from super in accumulation," said Stuart Barton, Challenger's general manager for corporate marketing and communications.
"The simple aim of 'Revelations' is to show us why some clients' dreams may not be matched by reality - if those dreams are predicated on 'accumulation thinking'," Barton added.
The three case studies contrast a hypothetical retiree's expectation about their retirement finances, Challenger stated, adding it would expose hard realities relating to the mathematics of 'balanced' portfolios in decumulation, supported by research published by its retirement income research division.
The campaign will also be launched after what Challenger expects to be a year of 30 per cent sales growth.
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