Resolution picks RPM3 for branding campaign

Fund manager Resolution Asset Management has appointed RPM3 to its multimillion pound advertising account following a competitive pitch.

The agency pitched against The Gate, Masius and incumbent agency The Bridge. RPM3 has been briefed to create a brand campaign for the financial services company to break early next year.

Resolution says the "heavyweight" campaign will run across the financial press and online media in the New Year. The budget is thought to be about £3m.

The campaign aims to establish the Resolution name after the company rebranded from Britannic Asset Management earlier this year. This followed its merger with Resolution Life in September last year. The organisation now manages about £60bn of assets.

The campaign will also focus on Resolution’s "innovative" structure, which features a combination of in-house teams and joint-venture boutiques.

Sales and marketing director Jonathan Polin says the company has changed and the management is investing heavily in the business to develop the brand. It is thought he and advertising manager Aileen Grahame oversaw the review. Ptarmigan continues to handle media planning and buying.

Glasgow agency The Bridge was appointed to Britannic Asset Management, then the fund management arm of insurance company Britannic, six years ago (MW November 30, 2000).

Earlier this week, Resolution appointed Ian Paterson Brown as its first chief operating officer. The board level role was created following growth in the business with assets under management increasing from £15bn to £60bn in two years.


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