The changes in Fidelity's top ranks last year have resulted in a change in the firm's ad strategy. Fidelity
executives have moved some ad work out of the hands of its agency Havas' Arnold and into those of its internal staff, Adweek
reported, citing unnamed sources. Fidelity's own ad people will be responsible for "transactional, retail-oriented" ads appearing in newspapers. The key people now setting the ad strategy include Abigail Johnson
, Rodger Lawson
and Sanjiv Mirchandani
, Fidelity's new product marketing manager. Fidelity's former executive vice president of marketing, Claire Huang, left the company at year-end.
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