Packer power for Genesis launch
By Michael Bailey
THE Packer media empire will play a large part in Challenger’s bid to make a household name of its rebranded dealer group, Genesis Wealth Advisers.
Managing director of the former Garrisons Associated Planners (GAP), Ray Miles, said the Packers’ ninemsn web site was just one opportunity for Genesis to use its ownership to advantage.
“That’s a very popular site, and it doesn’t have a financial planning business associated with it,” Miles said.
He added that television commercials would shortly go into production for the March 1 public launch of the Genesis brand, with two short-listed options now being considered with PR agency Love Communications.
Genesis would not necessarily enjoy discounted advertising on the Packer-owned Channel Nine network, according to Miles.
“It will just come down to the best rates we can negotiate for the ads,” he said, adding that the marketing budget for the Genesis launch extended “into the millions”.
The back-office integration of Genesis’ 400-plus planners was now complete, Miles said, with each desktop running a system comprised of VisiPlan, Lotus Notes and seven other pieces of software — both proprietary and purchased.
A two-year project to build a new investment platform had begun, Miles added, with Challenger’s IT team working with two external providers whom he would not name prior to finalisation of contracts.
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