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Friday, July 31, 2009

Invesco Aim Brings Out the Moonwalkers

Reported by Armie Margaret Lee

Invesco Aim rolled out the second phase of its Do One Thing Well print ad campaign last week and is gearing up to launch its ads into cyberspace, the company's first foray into Web advertising.

David Nardecchia
Invesco Aim
Director of Marketing Communications
The new black-and-white ads, which feature Mt. Everest climbers, surgeons performing a heart transplant and an astronaut walking on the moon, are designed to show how Invesco Aim can "help clients mitigate risk for all market cycles," said David Nardecchia, director of marketing communications, in an interview with The MFWire.

Grey Advertising in Toronto created the first and second batch of ads. Nardecchia declined to say how much Invesco Aim is spending on the campaign.

In July of last year, four months after it rebranded from Aim Investments to Invesco Aim, the asset manager came out with its first print ad campaign in three years. Those ads, featuring Alfred Hitchcock, Lucille Ball and Louis Armstrong, ran until the first quarter of this year.

"Phase one showcased the new name and our global reach," Nardecchia said. "Now we're getting into the investment capabilities."

The "Getting to the Moon" ad, timely with the recent 40th anniversary of the Apollo 11 moon landing, pitches Invesco Aim's conservative core equity strategies. "Mt. Everest" promotes asset allocation offerings, while "Heart Transplant" highlights fixed income products.

Invesco Aim is running the ads -- which direct people to a microsite, doonethingwell.invesco.com -- in InvestmentNews and sister publication Pensions & Investments, and Bloomberg Markets.

Later this year, Invesco Aim will start displaying its ads on the Web sites of the Wall Street Journal, Barron's, Bloomberg, Ignites, InvestmentNews, MarketWatch, Morningstar, P&I and TheStreet.

The campaign will run until the first quarter of next year, Nardecchia said. 

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