Alicia Wyllie, head of corporate communications at the fund giant, said it was “business as usual” in its intermediary business, with no changes to its strategy for dealing with advisers.
However, she said the national media campaign would emphasise the international and increasingly digital aspects of the business, and that it was “time for a change” in how it communicated its values.
Maarten Slendebroek, chief executive officer at Jupiter, confirmed the international focus of the advertising campaign was driven by the firm’s “expanding” investor base beyond the UK.
He said: “The new brand identity recognises that, as we expand our client base beyond the UK, we need to communicate with our clients in a way that succinctly captures what we stand for and how we can help clients achieve their investment objectives.”
In an interim management statement last month, Jupiter revealed net mutual fund inflows, bumped up by its international channels, of £465m in the first three months of 2014. Its annual results for 2013 will be revealed on 30 June.
Gavin Haynes, director of Bristol-based Whitechurch Securities, said: “Jupiter has built up a strong reputation among UK investors and is highly regarded, so it makes sense, from a business perspective, to pursue international opportunities. This would be a logical extension of its growth strategy – it does not yet have the wide reach of some the larger global players.”