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Rating:Strange Bedfellows Not Rated 3.0 Email Routing List Email & Route  Print Print
Thursday, February 08, 2001

Strange Bedfellows

Reported by Alfred Wang

Next week, Invesco and RS Investment Management (RSIM) will receive detailed data from Morgan Stanley Dean Witter (MSDW) on their experimental co-marketing campaign: everything from the money coming in and the number of trades to what worked and what didn't.

The report is important since the joint marketing effort was the first of its kind, and decisions to continue the campaign, change partners, or discontinue the idea are contingent on the results. Officials at Invesco were unavailable for comment but, according to a RSIM spokesperson, preliminary results indicate that the advertising gave the boutique fund a higher profile, and presented an attractive marketing opportunity given their small sales force.

"Morgan Stanley is a little higher-end than [other] brokerages... and we like their demographics."

The marketing strategy appears to be the first of its kind and, while plans to continue the partnership with RSIM and Invesco appear to be in place, MSDW will extend the opportunity to other fund complexes.

"We want to introduce many different investment options to our clients," said Craig Lamson, a marketing manager at MSDW. "So we would also be looking to partner with other quality asset management firms.

Advertising went through the Web, email, and direct mail channels, and the participants expect thorough data from the MSDW call centers.  

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