Client: Managing Partners Limited: Can you afford to ignore it?

Background to the brief

Managing Partners Limited (MPL) is an alternative fund manager who runs traded policy funds investing in life settlements. Their clients comprise institutions and IFAs with high net worth investors. The asset class as a whole suffers from a lack of awareness.

MPL wanted to raise the profile of traded policies as an exciting, alternative asset class. They also wanted to raise the profile of their own Fund – The Traded Policies Fund (TPF) amongst their target audience of Independent Financial Advisers (IFAs).

The inside insight

People were losing money on more traditional investments such as equities, bonds and the stock market. Life settlements offered customers
a less volatile option.

The solution

A press and online campaign which played on the turbulent economic climate. The advertising positioned the fund as a less volatile alternative to more
traditional investment options.

The results

Above average online results measured by banner click through rates and increase in traffic to website.