U.K.-based Old Mutual, the proud papa of Pilgrim Baxter and Associates, now known as Liberty Ridge Capital, wants folks in the U.S. to get better acquainted with its name.

Banking on the strapline, "without innovation, we'd be stuck with yesterday's solutions," Old Mutual will launch it's first ad campaign targeted to U.S. retail investors in mid-November.

The main focus of the campaign will be advisors, Scott Powers, chief executive of Old Mutual's U.S. operation told the MFWire. This part of the campaign has already begun in trade publications that are targeted to advisors.

Old Mutual now has a presence in the U.S. for five years, making it the perfect time to begin to work on the visibility of its brand, according to Powers.

"This is all about the Old Mutual brand being more visible and more compelling," Powers said.

Atlanta-based ad agency Klingannon is aiding Old Mutual in its efforts. 

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