Australia’s industry superannuation funds are about to initiate another round of television advertising.
Industry Fund Services announced today that the new campaign would begin from this Sunday, and be based on the ‘compare the pair’ model, which was the basis of the funds’ campaign launched ahead of the implementation of choice of superannuation fund.
The difference in the new advertising is that it will also be targeting high-net-worth individuals, with the advertisements portraying two 40-year-old executives both earning $200,000 a year.
The executive chair of IFS, Garry Weaven, said the advertising would promote individual Industry Super Fund brands, so Australians who hadn’t invested in industry funds could seriously consider them as an option.
The research house has offered a silver lining after super fund returns saw the end of a five-month streak last month.
A survey of almost 6,000 fund members has identified weakening retirement confidence, particularly among those under 55 years of age, signalling an opportunity for super funds to better engage with members on their retirement journey.
The funds have confirmed the signing of a successor fund transfer deed, moving closer to creating a new $29 billion entity.
A number of measures, including super on Paid Parental Leave, funding to recover unpaid super, and frameworks to encourage investment in the energy transition, have been welcomed by the superannuation industry.
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