Fundamental Monitor also recorded a huge emphasis on the promotion of fixed income
Asset managers moved their European advertising activity further towards brand campaigns, which made up slightly more than two-thirds of all advertising during Q2, according to data by Fundamental Monitor.
Following a dip in the popularity of brand campaigns in the latter half of 2021, asset managers have moved back to promoting their brands, with 69% of all Q2 advertising in Europe focused on brand. Insights made up 16% of all advertising, up from 13% in Q1, while fund promotion had dropped from 36% in Q1 to 13% in Q2.
The second quarter saw a huge emphasis on the promotion of fixed income, with 42% of advertising focused on the asset class. This is by far the highest since the start of 2021. At just 7%, the promotion of equities proved to be a lot less popular. ESG advertising stood at its lowest since Q1 2021 at 17%, although 50 advertisers were promoting responsible investing during Q2.
Interestingly, while most of the advertising focused on
fixed income, there were only 24 advertisers in market – fewer than for
equities which had 27 active advertisers. This discrepancy is mainly due to a
major fixed income campaign by PIMCO.
Below are some examples of the campaigns that were in market in Europe during Q2 of 2022:
Liontrust – brand campaign
WisdomTree – Insights
PIMCO – fixed income
Janus Henderson – equities