The hire, with Polhill replacing CardewChancery, followed a three-way pitch. The incumbent agency was not involved.
IMA communications officer Helen Stephenson said: ‘CardewChancery did a fantastic job for us, but we want to forge ahead with a greater presence in the retail and institutional asset management markets, and we felt another agency would be able to help us better.’
The account, which involves raising the trade body’s profile among its members, consumers, government and the industry at large, will be led by Polhill director Terry Hepplewhite and partners Dustina Constantinides and Lucy Copeman. They report to Stephenson and IMA head of communications Mona Patel.
‘The IMA wants to improve consumer confidence in light of poor markets,’ said Stephenson.