Schroders is about to embark on its U.S. branding push. Jennifer Manser, head of marketing and communications at the company, sat down with The MFWire to talk about the company's plans.

The new ad campaign set to launch this fall will focus on building the Schroders brand and increasing the presence of the brand in the U.S. market, Manser said. It will consist of ads in trade publications such as Pensions & Investments and Investment News. The company only has plans to advertise in the print versions of the publications so far, she said.

Schroders will most likely expand on the marketing campaign early in 2009 when its funds reach their three-year marks and get the Morningstar and Lipper marks that come with the milestone, Manser said.



Better known outside the U.S., Schroders is currently halfway though its U.S. rollout, which began with the hire of CEO Jamie Dorrien-Smith in the summer of 2006. Since then, Schroders has also expanded its internal and external sales teams. 

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