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Showcase just part of funds marketing effort

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Andrew Whittaker, pictured, managing director of Ipes in Guernsey, used to attend the event when he worked in London.

He said it was an important effort to connect with London lawyers and industry professionals, but far from the only way to build relationships.

'London is the most important market that we have. Even when you do something in Europe it still generally goes back to lawyers in London.

'I'm heading to Frankfurt this week where I will meet three or four lawyers and investment managers. If I was in London, I could meet 50.'

Gifa and Guernsey Finance organise industry masterclasses in London – smaller, targeted events on specific relevant issues – and the industry body is also sending delegations to the capital on a regular basis, made up of representatives from a law firm, audit firm and fund administrator.

'We have realised that we need to up our marketing game,' said Mr Whittaker.

He said that direct connections with London lawyers enabled them to gain a greater understanding of opportunities and developments locally.

'It's important for us to go direct to these guys. London lawyers don't talk to each other, so we need to talk to them so they can learn about what we're doing.'

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Mr Whittaker said that feedback from last week's event, which was held in a new venue in Bishopsgate, had been very positive.

'I thought it went well,' he said. 'The turnout was great and the quality of people who came was really good, with lots of important London influencers for us who can give us work as an island.

'The venue was better, the format still works and the messaging in the panel discussions was right too.'

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