Shift in Gear

Richard Nolan

Operations Director

The Financial Services Forum

The latest Nielsen statistics show a heady mix of ups and downs in advertising spend, reports ROWAN MORRISON. The indications are that the financial services industry is refocusing its priorities.
At first glance, the May 2011 to April 2012 financial services advertising statistics have a dull veneer, showing an insignificant difference of just 0.83% less overall expenditure on last year. Rub away at this, however, and a perceptible change in strategy can be seen glittering away under the surface.
For a good 24 months, financial organisations have poured money into highlighting the benefits of products linked to prudent financial planning.
Life protection, savings, pensions and investments all saw increases in promotional activity – a predictable, and welcome, reaction to the economic crisis.
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