Letter - Finance brands must use more than tactics

It's great that personal finance brands are waking up to the fact they are consumer brands that need to go beyond the money pages, and onto news and lifestyle pages, to get talked about ('Can personal finance have pizzaz?' 30 June).

Just two points, though. Firstly, financial services is a highly regulated and complex industry. PROs need to be able to think creatively, but they also need to know their APRs from their Sipps if they really want to add value.

Secondly, maybe it's time for personal finance to ditch tactical surveys that might get a paragraph or two in the nationals and champion real, long-term money issues.

Jo Carr, director, Teamspirit PR.

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