Brand campaigns in Europe back to Q1 levels

Data by Fundamental Monitor shows the high levels of fixed income advertising of Q2 have also ended

Key points:

• The proportion of brand campaigns in Europe as a percentage of overall asset management advertising dropped back to levels seen in Q1, following the very high figures seen in Q2
• While fixed income dropped from 42% to 8% during Q3, the promotion of equities increased from 7% to 9% of overall advertising
• The number of active advertisers dropped for all key strategies, except for multi-asset

The proportion of brand campaigns in Europe as a percentage of overall asset management advertising dropped back to levels seen in Q1, following the very high figures seen in Q2, data by Fundamental Monitor found.

Brand campaigns made up 47% of all advertising in Q3, down from 69% in Q2. Both insights and fund promotion benefited from this, with the promotion of insights increasing from 16% to 32% and fund promotion increasing from 13% to 21% over the same period.

Similarly, the very high percentage of fixed income campaigns seen in Q2 dropped significantly in Q3. While fixed income dropped from 42% to 8% during Q3, the promotion of equities increased from 7% to 9% of overall advertising. Multi-asset increased from 1% to 3%, while ESG remained stable at 17%.

The number of active advertisers dropped for all key strategies, except for multi-asset, which saw 8 advertisers in Q3 compared to 6 in Q2. The number of asset managers promoting fixed income dropped from 27 to 15, while those advertising equities fell from 24 to 16 over the quarter. ESG also saw a fall in the number of advertisers: from 50 in Q2 to 38 in Q3.

Below are some examples of the advertising campaigns that were in market in Europe during Q3 2022:

PIMCO – brand campaign

Vontobel – insights

BlueBay Asset Management – fixed income

Gresham House – equities