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Rating:MFS Aims Its New Ad Campaign at Professionals Not Rated 1.0 Email Routing List Email & Route  Print Print
Wednesday, October 10, 2012

MFS Aims Its New Ad Campaign at Professionals

Reported by Ben Geier

MFS [profile] has a new ad campaign.

The fund company is looking to attract professional investors like advisors, consultants and gatekeepers with its new ad campaign entitled, "Investment Management for Investment Managers."

The campaign will include print and digital ads in publications like The Wall Street Journal and The Economist. It is a global effort, reaching Europe, the United Kingdom and Canada.

This ad campaign follows a move in June to create a stronger global brand, as well as the firm's recent rollout of a new logo.

Company Press Release

MFS Announces Brand Advertising Campaign

nvestment Management for Investment Managers

BOSTON (October 9, 2012) – MFS® today unveiled its new brand advertising featuring the theme "Investment Management for Investment ManagersSM." The ads are targeted toward professional investors — financial advisors, consultants, gatekeepers and institutional investors — highlighting MFS' brand positioning, Building Better InsightsSM.

"Earlier this year, we introduced our new brand positioning, and our companion advertising communicates to investment professionals that we are the global asset management firm best aligned with their requirements and needs," said Robert J. Manning, Chairman and CEO of MFS. "As a pure-play asset management firm that has been singularly focused on professional investors throughout our history, we understand the market challenges, the commitment to clients and what is at stake for them and their investors on a daily basis."

The creative approach represents a subtle, honest assessment of MFS' unique, nearly 90-year value proposition for professional investors. At the same time, the ads acknowledge the important role of professional investors and the challenges they face managing money for their clients. Each ad is designed to convey the importance of professional investors and that MFS has the insights and expertise to help them. The color scheme of black and white accentuates MFS' multi-dimensional logo, adding a degree of realism to the ads as well.

"The advertising reflects the MFS culture of collaboration and respect for professional investors worldwide. The ads underscore how MFS believes that professional investors play an essential role for their investors and that MFS can help them achieve success," added Paul Allen, Chairman of Allen & Gerritsen, MFS' agency of record. "In the ads, we captured professional investors thinking about their clients and conveyed the simple yet genuine fact that MFS is indeed doing the same for them."

The campaign consists of print and digital media buys in media outlets, including The Wall Street Journal, BARRON'S, The Economist and Institutional Investor in addition to selected ticker sponsorships on CNBC and Bloomberg cable outlets. The campaign is global, with key media buys in Canada, Germany, the United Kingdom and Switzerland as well as the United States. 

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