executives laid out a broad strategic vision for the upcoming year during the firm's fourth quarter earnings call
on Wednesday. The executives will focus on improving sales, adding products, building brand, and adding heft to its institutional business.
Janus is planning to spend from $23 million to $25 million in advertising in 2005, concentrating more of the spending in the first half of this year, according to an earnings presentation
The hefty budget will include advertisements during "high profile sports events" and "upscale cable networks," according to the presentation.
Executives made the case for why Janus' institutional business will jump to front and center in 2005. The channel currently provides 25.8 percent of total AUM, or $35.8 billion. The firm has already landed $1.3 billion in mandates for 2005.
Janus is devoting more resources towards marketing and selling institutional products, with plans to add three employees in sales, three in client service and five support staff.
The money manager is also putting a fresh face on its institutional unit by redesigning marketing material and adding a new institutional website.
Executives were also not shy about the numbers: Janus predicts it will hit investment management operating margins of 25 to 28 percent in 2005, topping 30 percent if the firm reaches $150 billion in assets.
Janus' assets under management for the fourth quarter totaled $134.9 billion, up 4.4 percent from $129.2 billion at the quarter ended September 30.
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