TheMacquarie BankFinancial Services Group has today announced a $3.5 million branding campaign designed to spur continued fund growth in its retail product range.
The campaign, which will target consumers through both print and television advertising, will focus on the group’s abilities in superannuation, private equity investment and infrastructure investment.
Macquarie Financial Services Group managing director Peter Maher says the campaign aims to remedy the lack of investor awareness of the scope of the group’s retail services, adviser services and investment solutions.
“Retail is very important to us and that is why we continue to invest in this area,” Maher says.
The campaign, which took 12 months to develop, will particularly target older, higher-net-worth investors that have moved through the wealth accumulation stage.
Maher says the campaign involved communication with adviser groups prior to launch to educate them about certain products and flag possible increased investor interest.
According to Maher, although feedback about market sentiment from advisers has been mixed, Macquarie sees 2003 as a growth opportunity, with the general uncertainty of the market being a chance to “go on the front foot”.
Maher suggested that there will be “a lot of activity” in product development this year, with the possible creation of new retail products.
“As we move into the next phase of our retail growth we are looking to increase our relevance and service levels as a key partner to the growing independent financial adviser network as well as our retail clients,” Maher says.
