Quantcast
The MFWire
Manage Email Alerts | Sponsorships | About MFWire | Who We Are

Subscribe to MFWire.com's News Alerts [click]

Rating:'Are You Scared of Hank Herrmann?' Not Rated 0.0 Email Routing List Email & Route  Print Print
Thursday, February 17, 2011

'Are You Scared of Hank Herrmann?'

Reported by Armie Margaret Lee

Are you scared of Hank Herrmann? "Yes," an Ivy Funds analyst tells the interviewer. "I think everybody is."

That confession was captured in a documentary video that gives viewers a glimpse into Ivy Funds' [see profile] morning meetings and the amount of preparation that portfolio managers and analysts need to handle questions that the Waddell & Reed Financial CEO would throw their way at their daily 8:45 a.m. meeting.

"In the early '80s, when we were on the cover of Institutional Investor magazine, the caption on the bottom was 'the piranha tank,'" Herrmann tells the camera. "I was flattered by that article."

The videos, which also show Ivy's investment pros doing on-site research overseas, are part of a new branding initiative that Ivy Funds is launching. This is the firm's first comprehensive campaign, say officials. In addition to documentary videos, the campaign, which carries the tagline "The World Covered," includes print ads with quick response codes, online ads and TV commercials that will air on CNBC. To generate buzz, Ivy will also use social media platforms such as Facebook and YouTube.

The campaign will kick off with ads in Barron's and a brochure in InvestmentNews the week of February 21.

Ivy Funds worked with SwanDog on the campaign.



Herrmann, Ivy Funds Distributor president and CEO Tom Butch and marketing director Lori Dorsey were in New York City Thursday morning to unveil the Overland Park, Kansas City-based mutual fund firm's new campaign. Around 10 reporters attended the media briefing at the Renaissance Hotel in Manhattan's Times Square.


Lori Dorsey, director of marketing, and Tom Butch, president and CEO of Ivy Funds Distributor at the media briefing Thursday morning.
Ivy officials declined to say how much they spent on the campaign.

"The expenditure is reasonable to the effort," Butch told reporters.

How will Ivy gauge the success of the campaign? On a weekly basis, Ivy will measure against historical averages metrics such as Web traffic, sales desk call volume, request for information and new advisor first ticket, Butch said.

In an interview with The MFWire.com, Butch pointed to research showing that many advisors were not entirely familiar with Ivy Funds. "While Ivy has grown over the course of its life as part of Waddell & Reed, familiarity with the brand as expressed in various research we look at still looks like that of a relatively new fund company," Butch said. "It's not terribly surprising since Ivy's only been part of Waddell & Reed for seven years."

As for those who know Ivy, "while there are no negative attributes that are ascribed to us, there's no singular perception of who we are as an investment manager."

With its branding campaign, Ivy hopes to highlight the "uniqueness of our investment process and the global perspective that we bring to bear," Butch explained.  

Stay ahead of the news ... Sign up for our email alerts now
CLICK HERE

0.0
 Do You Recommend This Story?



GO TO: MFWire
Return to Top
 News Archives
2019: Q4Q3Q2Q1
2018: Q4Q3Q2Q1
2017: Q4Q3Q2Q1
2016: Q4Q3Q2Q1
2015: Q4Q3Q2Q1
2014: Q4Q3Q2Q1
2013: Q4Q3Q2Q1
2012: Q4Q3Q2Q1
2011: Q4Q3Q2Q1
2010: Q4Q3Q2Q1
2009: Q4Q3Q2Q1
2008: Q4Q3Q2Q1
2007: Q4Q3Q2Q1
2006: Q4Q3Q2Q1
2005: Q4Q3Q2Q1
2004: Q4Q3Q2Q1
2003: Q4Q3Q2Q1
2002: Q4Q3Q2Q1
 Subscribe via RSS:
Raw XML
Add to My Yahoo!
follow us in feedly




©All rights reserved to InvestmentWires, Inc. 1997-2019
14 Wall Street | 20th Floor | New York, NY 10005 | P: 212-331-8968 | F: 212-331-8998
Privacy Policy :: Terms of Use