Quantcast
The MFWire
Manage Email Alerts | Sponsorships | About MFWire | Who We Are

Subscribe to MFWire.com's News Alerts [click]

Rating:Eagle Launches its First Ad Campaign Not Rated 0.0 Email Routing List Email & Route  Print Print
Tuesday, January 11, 2011

Eagle Launches its First Ad Campaign

Reported by Neil Anderson, Managing Editor

Eagle Asset Management [see profile] is launching its first advertising campaign, and its doing so with its own unique style. Watch for phase one of the campaign to appear in Registered Rep and Research magazines, two publications aimed at advisors.

Cooper Abbott
Eagle Asset Management
EVP, Co-COO
A spokesperson for Eagle declined to comment on how much the firm is spending on the campaign.

Cooper Abbott, executive vice president of investments and co-chief operating officer of Eagle (which is a subsidiary of the broker-dealer Raymond James), confirmed that the new branding campaign centers around three combination words that are "core to what Eagle is and how Eagle flies":

Michelle Lynch
Eagle Asset Management
Director of Marketing
  • "perfonomy," i.e. performance and autonomy, signifying Eagle's independent investing approach;

  • "convigrity," i.e. conviction and integrity, referring to Eagle's emphasis on fundamental research and targeted investment styles;

  • and "experiocus," i.e. experience and focus, alluding to Eagle's history (it launched in 1976) and its single-minded emphasis of investment management (over, say, distribution).

    "We're dipping our toe in the water," Michelle Lynch, director of marketing, told The MFWire. "This is our first venture into advertising."

    And Eagle didn't work with an outside advertising agency for the campaign.

    "This was all internally generated, homegrown," Abbott confided, noting the recent market turmoil means investors are reevaluating their portfolios, making this a perfect time to get into advertising.


    Company Press Release

    St. Petersburg, Fla (Jan. 11, 2011) Eagle Asset Management, provider of equity and fixed-income investment strategies to institutional and individual investors, today launched “Keeping Our Word”, a significant brand advertising campaign that conveys in three words the firm’s identity and dedication to clients. The campaign’s liberal use of wordplay highlights Eagle’s industry strengths and aims to increase brand awareness at a time when investment intermediaries are looking for new options.

    Perf-on-o-my: the addition of alpha through our independent investment-team approach.
    Con-vig-ri-ty: our blend of strong conviction in fundamental research with the integrity of our investment-style-specific portfolio managers.
    Ex-pe-ri-o-cus: the result of three decades’ experience meeting an asset-management focus.

    “The ads reinforce the relevance of Eagle’s capabilities and long-held core values in a fresh way,” said Cooper Abbott, Executive Vice President of Investments and Co-Chief Operating Officer. “Credibility and transparency should be at the top of the due diligence list for financial advisors, consultants and institutions. Our investment teams focus on securing top-tier results in their respective styles, rather than attempting to chase trends or peers. We have earned a solid reputation behind the numbers by doing what we say we will do.”

    Richard Rossi, President and Co-Chief Operating Officer, sees an opportunity to remind intermediaries that, as a firm, Eagle has been quietly delivering on its word for decades. “As a firm, we continue to embrace fundamental, bottom-up investing. It is how we use this information, our own vetting processes for identifying risk/reward potential in holdings candidates, which sets Eagle and its investment teams apart. And, ultimately, our credibility is rooted in doing what we say and focusing on what we believe is right for our clients. Our history bears this out.”

    The campaign ads will debut in print and online beginning January 2011 in Research Magazine and Registered Rep Magazine. A microsite developed for the campaign further illustrates how Eagle’s investment managers and strategies deliver on its words. Readers are invited to visit eagleasset.com/keepingourword for more information about the campaign.

    About Eagle Asset Management

    Founded in 1976, Eagle Asset Management provides investors with a broad array of equity and fixed income products designed to meet long-term goals. Our clients currently entrust more than $16.3 billion* (as of Sept. 30, 2010) to our experienced portfolio managers via both separately managed account and mutual fund platforms. At Eagle, we do what we say we’re going to do, and work harder to make it happen.

    eagleasset.com/keepingourword

    *Includes Eagle Boston Investment Management Inc., a wholly owned subsidiary of Eagle Asset Management 

    Stay ahead of the news ... Sign up for our email alerts now
    CLICK HERE

  • 0.0
     Do You Recommend This Story?



    GO TO: MFWire
    Return to Top
     News Archives
    2019: Q4Q3Q2Q1
    2018: Q4Q3Q2Q1
    2017: Q4Q3Q2Q1
    2016: Q4Q3Q2Q1
    2015: Q4Q3Q2Q1
    2014: Q4Q3Q2Q1
    2013: Q4Q3Q2Q1
    2012: Q4Q3Q2Q1
    2011: Q4Q3Q2Q1
    2010: Q4Q3Q2Q1
    2009: Q4Q3Q2Q1
    2008: Q4Q3Q2Q1
    2007: Q4Q3Q2Q1
    2006: Q4Q3Q2Q1
    2005: Q4Q3Q2Q1
    2004: Q4Q3Q2Q1
    2003: Q4Q3Q2Q1
    2002: Q4Q3Q2Q1
     Subscribe via RSS:
    Raw XML
    Add to My Yahoo!
    follow us in feedly




    ©All rights reserved to InvestmentWires, Inc. 1997-2019
    14 Wall Street | 20th Floor | New York, NY 10005 | P: 212-331-8968 | F: 212-331-8998
    Privacy Policy :: Terms of Use