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'...