$3m ad campaign no TV slug fest: FPA
The Financial Planning Association’s (FPA) looming $3 million consumer advertising campaign will not be a tit-for-tat style counter punch against the industry superannuation fund’s current, planner-critical television blitz, but will focus on promoting the value of good financial advice.
“[Responding to industry funds] is not what this is about. We’re not going to talk about product providers, investment vehicles, fees and charges,” said an FPA spokesperson, who confirmed the advertisements would appear on television, the Internet, and in print over a three-year period beginning from October this year.
The spokesperson said the campaign, which is being funded by a willing handful of principal FPA members, was planned well before industry funds’ controversial super comparison ads began screening.
“It wasn’t as if we just woke up six weeks ahead of choice and decided to throw together some messages and start a campaign. It has been put on the plate for a good year,” he said.
The spokesperson echoed comments made by chief executive Kerrie Kelly that the campaign would aim to promote the usefulness of financial planners to people who have not used an adviser before, and debunk common misconceptions about the profession.
“Some people simply don’t understand how professional advice can benefit them, while others don’t think they are in a position, or have enough funds, to benefit from advice from financial planners,” Kelly said.
The marketing drive will also involve the creation of information packs, which will be sent to financial planners and potential clients.
Recommended for you
ASIC has launched court proceedings against the responsible entity of three managed investment schemes with around 600 retail investors.
There is a gap in the market for Australian advisers to help individuals with succession planning as the country has been noted by Capital Group for being overly “hands off” around inheritances.
ASIC has cancelled the AFSL of an advice firm associated with Shield and First Guardian collapses, and permanently banned its responsible manager.
Having peaked at more than 40 per cent growth since the first M&A bid, Insignia Financial shares have returned to earth six months later as the company awaits a final decision from CC Capital.
