WDMP scoops ISA push for F&C

WDMP nets ISA push for F&CLeading European investment management company F&C Investments has appointed WDMP to devise a direct response campaign to promote its ISA products in the run-up to the end of the tax year, April 5.
F&C hired WDMP to create the campaign as a result of the strategic approach the agency developed, using a strong data segmentation strategy to identify the most effective targets on its database. Data forms the foundation of the campaign, which delivers personalised communications to the different behavioural and lifestyle groups identified.
The first phase is aimed at F&C’s customer database and is being promoted through direct mail. It is being backed by acquisition banners that promote F&C’s free ‘Investment ISAs for Dummies’ Guide as a way of engaging prospects.
A second phase of campaign activity will be launched closer to the ISA deadline, as a follow up.
F&C Investments head of direct communications Ross Duncton commented: “Making the most of annual ISA allowances is the foundation of intelligent savings, but the range in levels of consumer understanding is huge, particularly when it comes to investing.
“We wanted to tailor our message and approach to the individuals that we are talking to – ensuring that F&C is their brand of choice, no matter what their experience of investments.”
WDMP’s insight and data led strategy, and subsequent creative approach, provides the perfect platform for us to do this.”
The company dates back to 1868, when it was set up by Royal Brompton Hospital founder Philip Rose as The Foreign & Colonial Government Trust. In 1891, it changed its name to The Foreign & Colonial Investment Trust and became F&C Asset Management in 2004.

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