iShare rolls out mass-market push

The campaign revolves around "A Better Way" theme in a bid to differentiate the brand with a promise of transparency and offering benefits to customers without sacrificing a high degree of compliance.  Asking wether this might be a bad period for promotion as the economy is at a down turn, Marshall Butler, director of iShares Marketing for Asia-Pacific, comments, "We have chosen this volatile time to launch the campaign because investors are now looking for better ways to invest their money."

The campaign covers TV, print, outdoor and online.

iShare is a brand under asset management company, Barclays Global Investors, for exchange traded funds.