AIM wants to sub-advise. That's the message that the firm is trying to send out to the fund industry -- but how best to do that? In AIM's case, leverage the footwork of existing reps.

"We've got a position paper on sub-advisement," said Mark Santero, director of AIM's alliance products division. "The key account managers that have the relationships at the home offices at all the channels we cover are empowered to go out and actively look out for products and portfolios for AIM to be in, whether it's through a series trust with an annuity, sub-advised, managed wrap, offshore, or retail funds."

In a few weeks, calls will go out throughout AIM's key account management structure reminding managers to talk up AIM's sub-advisory capabilities.

"Our key account managers will be going out with a sub-advise kit," said "It will just be a couple of marketing pieces on all our investment disciplines: the type of portfolios we would be willing to advise, the kind of other materials we would be willing to provide."

AIM's ongoing campaign emphasizes the aspects of sub-advisement that are generally not considered by industry consultants: marketing. A firm's ability to support the ultimate product's promotion and branding can ultimately be more significant than the elusive vector of performance.

"The value-added stuff, that's what you look for in a partner when you want to sub-advise some of your investment mandates," said Santero.

While many funds that dabble in the sub-advisory business play the wallflower, waiting for a suitor to snag a spot on their dance cards, AIM is circulating through the dance hall with bells on, advertising its open slots.

"The days of sitting around waiting for your name or portfolio team to come up through Morningstar or a consultant search, you can do that, but we like to let people know we're in the business," said Santero. "We like to let people know that we have the marketing support to put that behind our sub-advise investment programs as well. I think it's one of the major growth areas in the industry." 

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