Brand campaigns account for more than half of asset management advertising in Europe

The promotion of equities doubled while fixed income advertising saw a decrease, data by Fundamental Monitor finds

Key findings:

• Brand campaigns accounted for 52% of all asset management advertising in Europe during Q2 2023
• The promotion of equities increased from 5% to 10% during Q2, while fixed income advertising dropped from 11% to 8%
• But when looking at the number of active advertisers, the number of asset managers promoting equities dropped while it rose for fixed income

Brand campaigns made up more than half of all asset management advertising in Europe during Q2 2023, according to data from Fundamental Monitor.

While brand campaigns only made up 44% in Q1, they accounted for 52% of overall advertising a quarter later. The promotion of insights saw a small decrease from 30% to 24% during the same period, as did fund promotion which dropped from 25% to 23%.

The promotion of equities increased from 5% to 10% during Q2, while the advertising of multi-asset remained stable at 5%. All other key strategies saw a decrease, with fixed income advertising dropping from 11% to 8%, ETF advertising from 3% to 1% and ESG advertising from 11% to 10%.

While as a percentage of overall advertising equities saw an increase and fixed income a decrease, when it comes to the number of advertisers promoting these strategies, the trends are reversed. The number of asset managers actively promoting equities fell from 14 in Q1 to 10 in Q2, while the number of fixed income advertisers rose from 16 to 23 during the same period.

Below are some examples of the kind of campaigns that were in market in Europe during Q2 2023:

Brand campaign – Patrizia

Insights promotion – Lombard Odier Investment Management

Fund promotion – Federated Hermes

Equities promotion – Candriam Investors Group

Fixed income promotion – Capital Group