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Morley ‘Fridge Magnets’ direct mailer

Agency: Stephens Francis Whitson

Client: Morley

Fund management company, Morley has launched a new campaign aimed at encouraging pension schemes to diversify their portfolios of investment into the financial brand's Diversified Strategy Fund.

The press, insert and mail campaign created by Stephens Francis Whitson (SFW) launches in early January and aims to dramatise Morley's expertise as a leading multi-asset manager through the launch of this new fund.
The creative execution features fridge magnet poetry, which when correctly decoded delivers the message, “With a more diverse mix of assets, your pension scheme could enjoy reduced risk without compromising on growth”.

Head of Channel Marketing for Morley, Mark Ward, says, "This is the message that pension schemes want to hear in the current climate.

“Many of them are looking for the high potential returns associated with equities, but with a risk profile similar to bonds. 

He added, “The newly created Diversified Strategy Fund builds on our multi-asset management experience and provides investors with a new and ready-made entry into a complex investment area."

Creative Director of SFW, Neil Francis, added, "The campaign aims to educate pension scheme investors that holding a diversified portfolio makes sense. Now they can achieve this diversity in one single fund if they wish - and it's this simple thought that drives the idea."

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