The campaign will use the strapline “Get More. Gartmore” and will trumpet the developments in service, the skills of its fund managers and the increase in the number of products offered.
Press advertisements will run in trade and consumer titles and will target independent financial advisers.
The move follows Gartmore’s flotation in December. Chief executive Jeffrey Meyer said at the time that the shares issue would “raise the profile of the group”, adding that it would also benefit clients, shareholders and current and prospective employees.
According to the Investment Management Association, Gartmore had £7.19bn retail funds under management in the UK as of December 2009, making it the 16th largest retail fund manager in the UK. It also has offices in Tokyo, Boston, Madrid and Frankfurt.
The campaign has been created by Libertine, which recently replaced Grey Advertising as Gartmore’s lead creative agency after a pitch.
Libertine created a new identity for recently merged asset managers Henderson New Star in May last year and developed the “profit hunter” campaign for Artemis.