Morningstar, Inc., today named three local advertising firms to lead its $20+ million Morningstar.com advertising launch. The recent $91 million dollar cash infusion has allowed the company to upgrade its marketing budget from an estimated $12 million to this latest $20 million campaign. A company spokesperson called the new push "a major ramp-up" for the company's marketing. The hires mark the first time that Morningstar has gone outside for its advertising.
The three firms selected were
Rubin Postaer and Associates/Chicago as the advertising agency to handle the branding assignment, including television, radio, print, and outdoor advertising;
Quantum Leap for online marketing programs, including creative and media; and
Western Initiative Media/Chicago for the traditional media planning and buying for the firm.
The company is also in the process of evaluating outside public relations agencies in order to support the new efforts -- up to this point all public relations have been handled in-house, as well.
The launch will include television, radio, newspaper, magazine, and outdoor advertising, in addition to on-line and direct marketing, "all geared toward alerting the growing ranks of individual investors that a trusted, independent voice is just a click away."
Just a click away ... Sounds catchy, eh? Stay tuned.
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