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Wednesday, September 19, 2007

Columbia's New Ad Campaign Focuses on Brand Awareness

Reported by Erin Kello

Columbia Management is launching a new marketing campaign designed to let investors and intermediaries know that they are much more than a mutual fund company.

Columbia is using Hill Holliday as its ad agency.

"We having been growing by acquisitions so there is little brand awareness (of Columbia Management), " Lorene D’Angelo senior vice president of marketing communications at Columbia Management, told The MFWire

D’Angelo says the ad campaign is mostly print-based, with ads running in trade publications, but will also include some billboard ads and direct mail advertising.

"The new campaign will focus on the broader investment management capabilities and our whole product array. We are a lot more than a mutual fund company, " said Glen Martin, head of marketing.

The campaign targets institutions, intermediaries and the end consumer and is running now through the end of the year.  

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