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Charlie Wilson, managing director at LAM UK, said initiatives were underway to improve the website and other adviser support services. IFAs can now watch Tony Willis, manager of the £556m Lazard UK Alpha fund, explain his investment approach and current positioning online.

"With advisers, brand is important, past performance is important, support is important," Mr Wilson said. "These are the areas we are working to improve."

He admitted, however, that underperformance in the UK equity range had been a problem: "Our UK equity performance has been hampered by exposure to media and being underweight resources."

Both of LAM's products in the UK All Companies sector were ranked third quartile over the three years to 30 June.

Mr Wilson suggested new funds would be a key part of his branding strategy.

"My challenge is to come out with more products to broaden the appeal and get the brand up with IFAs," he explained.

Among the upcoming launches are 130/30 funds.

Bill Smith, UK chief executive, said: "Extension strategies are something we are looking at closely at the moment."

He noted LAM's quantitative team, hired from State Street Global Advisers last year, already had experience running money long/short.

The management team also said they were working on absolute return and multi-asset strategies.

"We are at an early stage of the market, but it would be good to have a wider range," said Mr Smith.