Gartmore - from 'share of voice' to 'share of mind'
The Gate's media strategy is the cornerstone behind bringing Gartmore back to the market with gusto.
In one of the busiest advertising sectors, and after a number or years without a consumer facing campaign, Gartmore required a comprehensively researched plan that would deliver stature, whilst focussing on cost-efficiencies throughout the marketing chain.
By working collaboratively with key media-owners, we have been able to move away from the conventional 'share-of-voice' paradigm, to a more efficient 'share-of-mind' campaign, harnessing the strengths of Gartmore's key media touch points.
The process is a genuine partnership between client, media agency, creative agency, and media owners; all sharing research and insight. The result is an innovative media plan, that allows Gartmore to secure consistently strong positions and formats, whilst incorporating the pragmatism to take advantage of market opportunities.
This approach continues to deliver a successful campaign for Gartmore, and has already resulted in an FSF Effectiveness Award for The Gate's media team.
- Elemental Truth:
- A relentless search for investment opportunity
- Insight:
- There is so much advertising to IFAs that all they see is 'white noise'
- Brand idea:
- Collaborate with media owners to build 'Share of mind', affiliating advertising with editorial and selecting space to favour dwell time