Not so Special? Barclays questions Henderson's 'costly' Mourinho ads

Barclays has questioned the impact of Henderson's 'costly' advertising campaign, which featured former Chelsea manager José Mourinho.

In a note out this week, analysts at Barclays said the group's campaign - which started in October 2011 and ran throughout 2012 - has failed to boost flows into the company's funds, despite the use of such a high profile football manager. "The costly marketing campaign in 2012 (featuring José Mourinho) appears not to have had any dramatic effect on boosting flows," Barclays said. The analysts at Barclays - which has Henderson as an underweight - remain concerned about outflows from the company's range of equity funds in particular. Barclays added: "Lipper monthly flow data shows ma...