The Reserve created the first money fund in 1970 but according to senior vice president Eric Lansky, not nearly enough people know who they are.

"It's surprising that we have $70 billion in assets under management but there is not very high awareness of our brand," Lansky told the MFWire.

That is about to change though, Lansky said, because The Reserve is about to kick off a new branding campaign that highlights its capabilities and its founder, Bruce Bent."The campaign will consist of ads at conferences and also in print, "Lansky says.

The Reserve is still finalizing the details of the campaign so Lansky could not reveal how much they plan to spend, but he said it will be "very robust."  

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