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Rating:MainStay Turns to That Old Ad Mainstay: Performance Not Rated 0.0 Email Routing List Email & Route  Print Print
Tuesday, September 17, 2013

MainStay Turns to That Old Ad Mainstay: Performance

Reported by Casey Quinlan

MainStay Investments [profile] announced that it is launching its first national advertising campaign, partially as a result of its AUM tripling over the past five years, from $26.3 billion in July 2008 to over $80 billion in July 2013.

The increase in AUM is owed to strong inflows and fund performance, with sales increasing to $13.6 billion from $6 billion and the number of 4 and 5-star rated funds increasing by over a third.

The campaign will emphasize "consistent performance" and "long term perspective." The theme is reliability as some of the campaign's headlines will be, 'The long-term is the only term that matters," and "A classic style outlasts a popular trend."

The campaign will last for 18 months and will reach out to viewers through print, digital, television and social media platforms. Mainstays has made its campaign landing page accessible desktop, mobile and tablets.

See the press release below.
NEW YORK, September 17, 2013 – MainStay Investments (“MainStay”), a New York Life company and Barron's top fund family, announced today that total long-term mutual fund assets under management have more than tripled over the past five years to over $80 billion, as of July 31, 2013, up from $26.3 billion in July 2008, solidifying the firm’s position as a leader in the mutual fund industry.  

“We are incredibly proud of MainStay’s tremendous growth over the past five years,” said Stephen Fisher, president of the MainStay Funds and chief marketing officer for New York Life Investments Group.  “Despite tough economic conditions and uncertainty in the markets, MainStay’s multi-boutique strategy has proven extremely successful – combining the expertise of extremely talented fund managers from across numerous traditional and alternative asset classes to produce the right solutions for the investment community and their clients.”   

Strong Sales and Performance across the Firm Fueled by a combination of inflows and fund performance, MainStay’s assets under management now stand at $80 billion, as of June 30, 2013, more than triple the $26.3 billion the firm managed as of June 30, 2008.  Sales through June 30, 2013 stand at $13.6 billion year-to-date, compared to $6 billion for the full year of 2008.  MainStay has increased its number of 4- and 5-star rated funds by Morningstar® by over a third, and numerous MainStay Funds have achieved top rankings from Lipper as of August 31, 2013, including:

  ·         MainStay High Yield Opportunities Fund (ticker: MYHIX; Class I) in the Top 1% of the High Yield Funds category since inception

·         MainStay High Yield Municipal Bond Fund (ticker: MMHIX; Class I) in the Top 1% of the High Yield Municipal Debt Funds category since inception

·         MainStay ICAP Select Equity Fund (ticker: ICSLX; Class I) in the Top 3% of the Large-Cap Value category  for the 10- year period

·         MainStay Marketfield Fund (ticker: MFLDX; Class I) in the Top 7% of the Long/Short Equity category since inception

·         MainStay ICAP International Fund (ticker:: ICEUX; Class I) in the Top 7 % of the International Large-Cap Core category for the 10- year period

·         MainStay Large Cap Growth Fund (ticker: ICEVX; Class A) in the Top 9% of the Large-Cap Growth category for the 10-year period

·         MainStay Epoch Global Equity Yield Fund (ticker: EPSYX; Class I) in the Top 17% of the Global Multi-Cap Value category since inception  

First National Advertising Campaign for MainStay As a result of the firm’s exceptional growth, MainStay is making a significant financial commitment to launch their first national advertising campaign this month, focusing on its long-term investment approach.  

Building on the established New York Life “Keep Good Going” campaign, MainStay’s advertising is centered around business philosophies that demonstrate the firm’s 'consistent performance’ and ‘long-term perspective’, which have helped propel it to Barron’s #1 (with data provided by Lipper) fund family for the 10 year period in the 2012 annual ranking. MainStay is the only mutual fund family on Barron’s top six fund family list for the past five years in a row.   

The new 18-month campaign is aimed at increasing visibility for MainStay and its mutual funds within the advisor community, and consists of: print, digital, TV advertisements, webinar sponsorships, and social media outreach.  The newly launched landing page for the campaign mainstayinvestments.com/longterm is optimized for mobile, desktop and tablet users.  

With headlines in the campaign including: “The long-term is the only term that matters” and “A classic style outlasts a popular trend,” MainStay based the campaign on the investment and business philosophies that are increasingly important to advisors and their clients.   

“MainStay’s new campaign is about building awareness around our brand and demonstrating our commitment to our partners in the advisor community,” Steve Fisher added.  “We are very excited about the future for MainStay as we continue to provide multi-boutique investments and deliver strong investment and income solutions to investors.”  

About MainStay Investments

?With over $80 billion in assets under management as of July 31, 2013 across retail mutual funds and variable product sub-accounts, MainStay Investments is the mutual fund distribution arm of New York Life. MainStay provides financial advisors access to a powerful mix of autonomous, institutional investment managers, delivered by people who understand the needs of today's financial advisor. As an indirect subsidiary of New York Life Insurance Company, a Fortune 100 company founded in 1845, MainStay is owned by the largest mutual life insurance company in the United States*** and one of the largest life insurers in the world.  Please visit MainStay’s website at www.mainstayinvestments.com for more information.  


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