Insignia hires brand strategy expert

Insignia Financial has recruited a former AMP brand and content specialist as its new general manager for brand strategy.

Wylie Fowler has been recruited to develop brand strategies across all of Insignia's brands but will focus on promoting the MLC name

Fowler departed AMP at the beginning of the year to work as a planning partner at Telstra agency +61.

Before that, he also worked in various strategic and leadership roles at top names like Optus, Mars, Coco-Cola and HCF.

Speaking at the group's full-year results, Insignia chief executive Scott Hartley said MLC will benefit from increased investment in both the advised and direct-to-customer channels.

"MLC is the go-forward brand for Insignia Financial's products and services other than financial advice provided by Shadforth and Bridges.  We will refresh, reposition, and invest significantly in promoting the MLC brand.

Fowler is one of several leadership appointments Insignia has made in recent months as the firm restructures to focus on four lines of business: asset management, superannuation (master trust), wrap platform and advice.

A reshuffle of the executive team has seen Hartley - a former AMP Wealth chief executive -  recruit several executives who have done stints at AMP.