Investment company Skandia is to ramp up its consumer marketing activity to promote its “fresh approach to investment” and take on higher profile rivals Aviva and Standard Life.
Skandia will use press advertisements and a possible television push this year and next year in a bid to push its investment solutions platform, which offers consumers risk assessment tools designed to put the customer in control of their investments.
Jo Gilbey, head of communications at Skandia UK, says the company is extending its marketing effort beyond trade press to “help with pull through” for financial advisers.
She adds: “We want to raise awareness of who we are and what we do.”
Gilbey claims Skandia is “a forerunner” in the investment space and likens its flexible and adaptable investment solutions platform to the innovations created by Dyson in the consumer electronics market.
Skandia recently reported that it generated net inflows of £1.9bn over the six months to 30 June, up 171% on 2009.
Total net client cashflows increased by 225% to £1.3bn in the first half, leading to a 3.5% increase in total funds under management to £29.2bn.
The company has already released a film, created by St Luke’s, to leverage its sponsorship of the British Sailing Team. The agency also created the positioning and the brand idea “Don’t hope for the best, plan for the best”.