Perpetual Investments: Would a Return of 19.4% pa Change The Way You Look At Advertising?

This case describes how Perpetual Investments, a large, traditional financial services company that sells its products via intermediary financial advisors, utilised brand-building advertising to generate an internal rate of return of 19.4% pa.

Perpetual Investments

Would a Return of 19.4% pa Change The Way You Look at Advertising

EXECUTIVE SUMMARY

Imagine a large, traditional financial services company (that sells their products via an intermediary) making the decision to invest in 'touchy, feely' brand advertising. Then imagine trying to tie the effect of that advertising back to profit generated, when the majority of your sales are made based on recommendations by financial advisers.

That was the challenge facing the team at Perpetual Investments and their agency FCB Sydney back in 1997.

Today Perpetual Investments enjoys an extremely strong brand image and is one of...

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