Jim Davey and his team are revamping Hartford Funds' [profile] image, especially with advisors.

Marty Swanson, chief marketing officer for the insurer's mutual fund arm, confirms that Hartford Funds is kicking off a "pretty formal and significant" advertising campaign, complete with a new tagline, "Our benchmark is the investor," and a focus on "human-centric investing."

With creative support from Bouchez Page, media strategy help from Allen & Gerritsen, and public relations work from Prosek Partners, the Radnor, Pennsylvania-based mutual fund shop's new campaign is focused specifically on financial advisors. Swanson estimates that two-thirds to three-quarters of the campaign is digital, though there are print components, too, as well as a radio piece debuting in the second half of 2015 and some outdoor advertising at advisor-centric conferences put on by folks like Morningstar and Schwab.

"We're trying to reach financial advisors with our story," Swanson tells MFWire. "It is a significant spend."

Wirehouse and regional broker-dealers' reps, RIAs, and even advisors working with 401(k)s (the DC I-O channel) will all be targeted by the campaign. 

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